The Influence Of Loneliness On Consumers' Willingness To Share Online Marketing Information

THESIS: The influence of loneliness on consumers' willingness to share online marketing information: the mediating role of prosocial tendencies SPECIALIZATION: Business management POSTGRADUATE: 2017 MENTOR: Associate Prof.Yizhen WuAbstractWith the rapid development of the Internet,the relationship between enterprises and consumers,and between consumers,has become increasingly close.On the one hand,social network platforms are increasingly becoming a key position for enterprises to conduct marketing activities.The willingness and behavior of consumers to share marketing information based on social networks is of great concern to researchers and enterprises.On the other hand,the explosion of the "loneliness economy" has also attracted people's attention.Going to the movies alone and eating hot pot alone is becoming more common.It is undeniable that there is a huge market development potential behind this "lonely economy".The development of the Internet has not prevented more and more people from feeling lonely.It seems that in the Internet age,people are more lonely than in the past.The purpose of this paper is to explore the possible relationship between loneliness and consumers' willingness to share marketing information on relevant online platforms.On previous studies,on the basis of systematic review,using the questionnaire survey and data processing tools with the combination of empirical study,through online distributed design of the questionnaire and the result of the questionnaire data was analyzed,and verified the research hypothesis and model is put forward,namely,loneliness and consumer network marketing information negative correlation relationship between willingness to share,the higher level of loneliness,consumers' willingness to network marketing information sharing is lower;Prosocial tendency plays a role as a complete intermediary between loneliness and consumers' willingness to share online marketing information.The core self-evaluation level of consumers plays a regulating role in the relationship between loneliness and their willingness to share online marketing information.The influence of loneliness on the willingness to share online marketing information is only significant under the condition of high core self-evaluation level.The conclusion of this paper proves that the loneliness of consumers does have an impact on their willingness to share online marketing information,which enriches the research on the loneliness in the field of consumer behavior.Based on the conclusion of this paper,some Suggestions are put forward at the end of this paper for reference.