朋友圈信息对餐饮消费行为意愿的影响：以90后大学生为例

编者语：微信朋友圈日益成为人们不可或缺的社交平台和工具，张宝尹同学论文运用质性研究方法，分析了朋友圈信息对90后大学生餐饮消费行为意愿的影响因素，以及众多因素之间的相互作用，进而对餐饮企业更好地开展微信营销提出建议。

指导教师：张超

作　　者：张宝尹

专　　业：酒店管理

完成时间：2017年4月9日

摘　　要

移动网络技术的发展和手机的普及使得我国网民的数量不断攀升，相应而生的众多应用软件也改变着人们生活和信息的交流方式。微信作为即时通信和社交软件拥有庞大的用户群，微信朋友圈也已成为移动社交的主要阵地。因此，微信朋友圈成为商家进行网络营销的重要平台。探究朋友圈信息对餐饮消费者行为意愿的影响因素及他们之间的内在联系，可为餐饮企业更好地进行微信营销提供理论基础和启示。

本文采用质性研究方法，根据对文献资料的研究，对20名“90后”在校大学生进行一对一半结构化访谈，并对访谈进行录音整理，探讨了微信朋友圈信息对餐饮消费者行为意愿的影响，总结出信息吸引强度、互动、主观规范和态度四个影响因素。研究结果表明，信息吸引强度、互动、主观规范和态度对于消费者的搜索意愿、分享意愿、收藏意愿和购买意愿的影响不同，这四个影响因素在AISAS模型的各个阶段中发挥的作用也不同。(www.xing528.com)

本文最后进行了总结，对餐饮企业的微信营销提出了以下建议：重视图片美观度，提高推送质量；提高与发朋友圈有关的优惠活动的比重，重视女性需求；加强第三方平台信息的管理和维护；重视对餐厅附近高校的宣传，推出针对性营销活动；加强与餐饮推荐类公众号的合作，扩大信息接收人群。

关键词：微信朋友圈　“90后”餐饮消费者　行为意愿

Abstract

The development of mobile network technology and the popularity of mobile phones make the number of Internet users in China continue to rise，many applications has changed people’s live and the way of information-exchanging. WeChat as an instant messaging application and social media has a huge user base，and WeChat friends circle has become the main position of mobile social. As a result，WeChat friends circle has become an important platform for business network marketing.For those reason，exploring the influence factors of information from WeChat friends circle on behavioral intentions and the internal relations among them is important for catering business to conduct better marketing.

This research based on the qualitative research method. By analyzing the literature，the interview outline was prepared and 20 post-90s college students were interviewed. This paper summarizes four influencing factors which are information attract strength，interaction，subjective norm and attitude. These four factors have different effects to customers’ behavior intentions as well as play different roles in different stages of the AISAS model.

At the end of this paper，the conclusion of the article is summarized，and the following suggestions are put forward for the WeChat marketing of catering enterprises：pay attention to picture aesthetics，and improve the quality of promotional articles； improve the proportion of preferential activities related to sending friends circle，and focus on female demand； strengthen the management and maintenance of information in the third-party platforms； pay attention to the promotion in the universities which near the canteen ，and launch targeted marketing activities； strengthen the cooperation with the official accounts which focus on recommending foods to expand the audience of such marketing information.

Key words：WeChat friends circle，Post-90s，Food and beverage consumers，Behavioral Intentions