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Research proposal范文:Influence of Social Media on Consumer

时间:2021-10-18 11:52:50 来源:www.ukassignment.org 作者:www.ukassignment.org 点击:43
Research proposal格式范文-社交媒体对消费者购买行为的影响,本篇Research proposal的目的在于分析社会化媒体活动及影响消费者决策认知的各种因素。本研究将有助于通过社交媒体开展业务的企业组织深入了解消费者体验的本质。此外,Research proposal提案将分析消费者通过在线社交网站传播口碑的能力。通过社交媒体确定对消费者行为的积极和消极影响。消费者对品牌的忠诚度与购买决策同样相关。病毒式广告和手机活动正在改变消费者购买产品的感知能力。社会商务与增加信任和购买产品的意愿有关。对于研究方法,将采用定性方法,重点回答研究问题,即某些情况如何以及为什么会发生,而不是找出30名参与者的频率。根据从文献综述中收集的信息准备问题。专题分析将在数据范围内进行,重点是精确定位、检查和分析信息。
Research proposal格式范文
Research proposal格式范文
Abstract 摘要
The purpose of this research proposal is to analyze social media activities and different influencing factors which are changing the perception of consumer’s decision making process. This research will be advantageous to the business organization who are undertaking their business through the means of social media which will provide them in-depth understanding and essence of consumer experience. Furthermore, research proposal will analyze the consumer’s power of word-of-mouth transmitted via online social websites.  Determine positive and negative impact on consumer behavior through social media. Similarly, Consumers commitment loyalty towards brand interrelated with purchasing decision. Viral ads and Mobile activity are changing the consumer perceptivity on purchasing a product. Social commerce related to increased trust and intention to purchase a product. For the research methodology Qualitative method will be practiced which will focus to answer research question how and why certain circumstances might occur rather than finding how often with 30 numbers of participants. Questions are prepared from the information collected from literature review. Thematic analysis will be done within the data which will focus to pinpoint, examine and analyze the information gained from the consumers. Conclusively, proposal imparts implications and discussion of the research, conclusion, references and appendix.
Table of Contents 目录
1.0  Introduction…………………………………………………………………………………
1.1Objective of the study………………………………………………………………..
2.0  Literature review……………………………………………………………………….
3.0  Research Methodology……………………………………………………………
3.1 Research plan…………………………………………………………………………..
4.0  Discussion of implications of research…………………………………………………….
5.0  Conclusion………………………………………………………………………………….
6.0  Reference
7.0  Appendix
1.0 Introduction 简介
在当前的商业环境下,消费者对数字交互尤其是社交媒体的兴趣与日俱增。信息技术为消费者行为提供了授权和鼓励,使其从信息的被动接收者转变为与商业产品相关的信息的主动客户。以前,消费者的表演活动是由公司控制的,而在今天的商业环境中,整个营销战略已经完全改变。因此,公司现在已经了解了消费者不断变化的行为,并通过在业务中使用社交媒体实现了互惠互利。消费者行为中的在线活动正以非常快的速度逐渐增长。随着社交媒体和用户创建内容(UCC)在网站上的大量参与,如Facebook、博客、Google My business、YouTube、Trip Advisor、LinkedIn、Foursquare for business等。             
In context of present business, there is an increasing interest of consumer activity in digital interaction especially in social media. Information technology is providing empowerment and encouragement to consumer act from becoming inactive receiver of information to become active customer of information related to business products. Previously the consumer performing activity was controlled by companies whereas in context of today’s business, the entire marketing strategy has been completely changed. Therefore, companies now have understood the changing behavior of consumer and developed mutual benefits from the use of social media in the business. Online activity in consumer’s behavior is gradually growing at a very fast rate. With the tremendous involvement in social media and user created content (UCC) on sites, like Face book, blogs, Google My business, YouTube, Trip Advisor, LinkedIn, Foursquare for business, etc (Heinonen,2011).
消费者购买产品的决策过程包括多个步骤,从确认需求到通过社交媒体在购买前搜索产品信息以满足需求,再到评估购买和购买后(包括涉及社交媒体的体验)。社交媒体正被消费者用作共享信息的平台。个人消费者正在利用不同的社交媒体工具,如评论、评级、在线论坛和社区、建议,通过在线与其他消费者互动。在社交网络领域,由于消费者在社交媒体上花费越来越多的时间,交流的份额越来越大。
Consumer decision making process to purchase a product contains various steps from the recognition of a need through pre-purchase search of information about the product through social media to satisfy the need, the evaluation of purchase and post purchase including experience involving social media. Social media is being used by the consumer as a platform for sharing information. Individual consumers are utilizing different social media tools such as reviews, ratings, online forum and communities, recommendations to interact with other consumers via online. Within the social network domain increasing share of communication has been arise because consumers are spending more and more time on social media.
1.1 Objectives of the Study 研究的目标
这项研究建议侧重于消费者体验的质量,对潜在原因、观点和动机的理解。分析社会媒体活动对消费者购买产品认知的影响因素。本研究的一些目标如下:
 This research proposal focuses on the quality of consumer experience, an understanding of underlying reasons, opinions and motivations. Social media activities will be analyzed and influencing factors which are changing the perception of consumer to purchase a product. Some of the objectives of this research are as follows:
  How social media is influencing the consumer to purchase a product? 社交媒体如何影响消费者购买产品?
  How Brand, viral advertisement, Mobile activity are changing the perception of consumer? 品牌、病毒式广告、手机活动是如何改变消费者的认知的?
 Positive and negative impact on consumer’s behavior through social media. 通过社交媒体对消费者行为的正面和负面影响。
 Why consumers are using social media as a means of social commerce? 为什么消费者使用社交媒体作为社交商业的一种手段?
Analyze the consumer’s power of word-of-mouth transmitted via online social websites. 分析消费者通过在线社交网站传播口碑的能力。
Why consumers are being involved in variety of activities while purchasing a product? 为什么消费者在购买产品时会参与各种活动?
2.0 Literature review 文献综述
2.1 Electronic Word of Mouth (EWOM) 电子口碑

对消费者决策的主要影响来自于通过社交媒体获得的信息。数字消费者行为的增长是由于使用了越来越多的技术。口碑被认为是通过社交媒体发展的关键领域。通过社交网站传播的电子口碑对消费者购买意愿有正面和负面影响。通常情况下,在互联网上对产品和服务的评论和建议进行评论。口碑,如正面反馈、推荐、评级和对产品的评论,对消费者的决策过程有积极的影响。另一方面,负面口碑或对任何产品或品牌的负面评论比正面评论对消费者购买意愿的影响更大。
A major influence on consumer decision making is from the information gained through social media. The growth of digital consumer behavior is due to the use of increased technology. Word of mouth is considered to be key areas that are developing through social media. Electronic word of mouth (EWOM) transmitted through social websites has Positive and negative influence on consumer purchasing intention.  Reviews, feedbacks, recommendation, ratings, reviews given by the customers for the purchase of product and services are generally available in internet. Word of mouth such as positive feedback, recommendations, ratings, and reviews about product has a positive impact on consumer’s decision making process. On the other hand, Negative word of mouth or any negative comments about any product or brand has a strong influence consumers’ purchasing intention than positive comments(Taylor, 2015).  
2.2 Social Commerce 社会商业
社交媒体被用作共享信息和社会互动的平台,以在客户之间产生社会支持。影响消费者购买意愿的产品不确定性、销售者不确定性等因素通过社会商务影响消费者的购买行为。个人消费者查看另一个特定消费者的反馈和意见,以降低他们对预购买信息的风险。社会支持通过社会媒体影响消费者的信任。社会商务对消费者信任和购买意愿的影响。
Social media is used as a platform for sharing information and social interaction to generate social support among the customers. Several factors like product uncertainty, seller uncertainty which is effecting the consumer’s buying intention is influencing consumers’ purchasing behavior through social commerce.  An individual consumer review the another particular consumer feedback and opinion in order to reduce their risk about the pre-purchase information.      Social support influences the trust of consumer which is generated through social media. The effect of social commerce is helping on consumer’s  trust and intention to purchase a product (M. N. Hajli, 2014).
2.3 Brand Loyalty 品牌忠诚度
消费者对品牌的感知也会影响购买决策过程。消费者已经开始考虑采用决策规则来购买他们经常熟悉的产品和知名品牌。正如口碑对社会媒体活动的正面承诺一样,这也表明了口碑对社会媒体活动的正面承诺。研究表明,当消费者对某一特定品牌更加忠诚时,他们倾向于谈论和购买更多的产品,从而传播积极的口碑。消费者喜欢从他们熟悉的品牌购买产品。以及向其他消费者推荐购买该产品。59%的消费者喜欢从他们熟悉的类似品牌购买新产品,另一方面,只有21%的消费者喜欢从他们喜欢的品牌购买新产品。
Consumer perception on brand also influences purchasing decision process. Consumers have put on view to adoption of decision rule to purchase a product that they are often familiar with and well-known brands. With the engagement of social media applications like Face book, it has increased the commitment towards brand which is also indicated as positive WOM activities. It has shown that when a consumer is more loyal towards a particular brand they tend to talk and purchase more the product which therefore spreading positive WOM. Consumers like to purchase from a brand they are familiar with the product. As well as they recommend to other consumer to purchase the product. “59 % of consumer like to purchase  a new product that is from the similar brand they are familiar with on the other hand only 21% of the consumer like to new product from the brand they like.” (Hutter et al., 2013).
2.4 Viral Advertisement. 病毒式广告
社交媒体网站上的病毒式广告是影响消费者购买意愿的另一个因素。病毒式广告是一种利用社交平台进行促销和鼓励购买产品的商业策略。有关产品的信息通过他们的社交网络从一个消费者传播到另一个消费者。这与病毒从一个人传播到另一个人是一样的。从社交媒体消费者接收页面链接,并将广告链接共享到不同的网站,以及传递电子邮件、网页和社交媒体档案。
Viral ads on social media sites are another factor that has an impact on the consumer purchasing intention. Viral advertising is a strategy to do business which uses social platform for promotion and encouragement to purchase a product. Information about the product spreads from one consumer to another through their social networks it is same as the virus spread from one person to another. From social media consumer receive the page link and share the ad link to different websites as well as pass through emails, web page and social media profile (Holly, 2013).
2.5 Mobile Activity 流动活动
当今世界,消费者频繁使用手机,在网上购物的背景下,手机环境下的消费者行为也在增加。许多消费者更喜欢通过社交媒体应用程序使用手机在线购物,而不是访问商店。消费者更愿意购买产品,而不是去商店购买产品,只需滚动产品列表并触摸它们,就可以从心理上激发消费者的归属感。移动显示广告提升了消费者的态度和意图,使他们能够高度参与到购买产品的目的中。
In today’s world consumers are frequently using their cell phone and consumer behavior in mobile setting is increasing in context of shopping online. Many consumers prefer to shop online using their mobile via social media application rather than visiting the store. Instead of visiting the store to purchase a product consumers are more likely to purchase product simply scrolling the list of products and touching them which can inspire the ownership feeling of consumer psychologically. Mobile display ads uplift consumer attitudes and intentions for high-involvement to the purpose to purchase a product (Stephen, 2016)
3.0 Research Methodology 研究方法
Qualitative research methodology will be practiced for the research which will focus to answer research question how and why certain circumstances might occur rather than finding how often. Grounded theory will be followed in order to interpret the meaning with the social interaction with consumer and discover new understanding of consumers’ behavior. Thematic analysis will be done within the data which will focus to pinpoint, examine and record the information gained from the consumers. Interpretivism research philosophy will be followed where data will be collected from small samples, in-depth investigations related to research objectives.
3.1 Research Design 研究设计
 Every person plays a role of consumer because they purchase a goods and services in their daily life. So, In order to conduct the research in total 30 numbers of IIBIT students and teachers will be taken an interview by asking open ended question providing them with some option asking them  to chose among option and  state their reason or idea. The questions which will be asked are prepared by information gained from literature review. The data will be gathered and analyzed from interview taken to 30 numbers of IIBIT students and teachers by asking both open ended questions related to purpose of the research. Answers from open ended question will provide the researcher with the variety of ideas and help to collect data from those ideas. Likewise, Valuable data will be analyzed from information gathered from wide variety of idea. 
4.0 Discussion and Implications of research 研究的讨论和意义
Every individual’s consumer experience, an understanding of underlying reasons, opinions and motivation can be gained from the implication of research. This research will be appropriate to the business organizations, retailers who are conducting their business via social media which will provide them in-depth understanding of consumer experience and influencing factors.    Findings/ data will be the answers related to the questions that are prepared for interview. Electronic word of mouth such as reviews, feedbacks, recommendation and ratings are changing the perception of consumer. Within those EWOM which is the most influencing factor can be understood through perspective of consumer. Electronic Word of mouth can have both positive and negative impact on consumer purchasing intention. Recommendations, ratings, and reviews about product have a positive impact on consumer’s decision making process. Among Positive or negative EWOM which has an overpowering influence on consumer purchasing decision making process can be analyzed in-depth. Before purchasing a product consumer are unsure about a new product and seller they are going to purchase a product,  how consumer are being benefitted by   social media as to gather more information related to product can be understood.  How Brand commitment, mobile activity and viral ads are changing the decision making intention of a consumer can be find out.   Inclusively, information gained from consumer experience will benefit the online business organization and also will provide them what kind of marketing strategy should be implemented.
5.0 Conclusion 结论
This research proposal is centered on the nature of consumer’s experience; provide an insight to underlying reasons, considered opinion and motivations of consumers. Qualitative methodology, thematic analysis, data collected from small sample thirty numbers of participants by asking open ended interview question. Moreover, Consumer decision making process contains various steps to purchase a product from pre-purchase process which involves  recognition of a need ,search of information about the product through social media to satisfy their need, the evaluation of purchase and entire  post purchase activities including experience involving social media tools such as reviews, ratings, feedback, recommendations etc. Electronic word of mouth which is transmitted through social media is empowering to consumer. Positive and negative EWOM has a huge impact on consumer purchasing intention. Social commerce is helping consumer to build a trust, social support information sharing etc. Viral advertisement, brand loyalty and commitment are related with the decision making process of consumer. After reviewing the complete research business organization and retailers who are performing their business through online via means of social media will be benefited as well as helps them to enhance their marketing strategy.     
 
References 参考文献
Bronner, F., & De Hoog, R. (2014). Social media and consumer choice. International Journal of Market Research, 56(1), 51-71.
Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404. doi:10.2501/IJMR-2014-025
Hajli, N., & Sims, J. (2015). Social commerce: The transfer of power from sellers to buyers. Technological Forecasting and Social Change, 94, 350-358.
Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers’ social media behavior. Journal of Consumer Behaviour, 10(6), 356-364. doi:10.1002/cb.376
Holly, P.,(2013). Social Media as a Marketing Tool: A Literature Review.
Hutter, K., Hautz, J., Füller, J., & Dennhardt, S. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5), 342-351
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10(C), 17-21. doi:10.1016/j.copsyc.2015.10.016
Taylor, C. R. (2015). The International Journal of Advertising in 2015 and beyond. International Journal of Advertising, 34(1), 1-2. doi:10.1080/02650487.2014.996277

Research proposal格式范文的核心是消费者体验的本质;深入了解潜在原因、经过深思熟虑的意见和消费者的动机。定性方法,专题分析,从小样本中收集的数据,通过开放式访谈的方式询问30名参与者。此外,Research proposal还提到消费者决策过程包含从预购买过程购买产品的各个步骤,包括识别需求,通过社交媒体搜索产品信息以满足其需求,对购买和整个购买后活动的评估,包括涉及社会媒体工具(如评论、评级、反馈、建议等)的体验。通过社会媒体传播的电子口碑赋予消费者权力。积极和消极的EWOM对消费者购买意愿有巨大的影响。社会商务帮助消费者建立信任、社会支持信息共享等。病毒式广告、品牌忠诚度和承诺与消费者的决策过程有关。在审查了完整的研究后,通过社交媒体在线开展业务的商业组织和零售商将受益,并帮助他们提高营销战略。本站提供各国各专业留学生论文Research proposal写作指导服务,如有需要可咨询本平台。


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