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今天,电子红包已然成为社会交往、广告营销的绝佳手段。亿万网友的积极参与使得电子红包达到如此广泛的传播效果。那么网友“抢红包”“发红包”的行为动机又是什么呢?本文试从马斯洛需要层次理论的角度,分析“红包大战”的行为动机。
Today, e-envelopes have become an excellent tool for social interaction and advertising marketing. The active participation of hundreds of millions of users makes electronic red envelopes to achieve such a wide range of communication effects. So what is the motive of users to “grab the red envelopes” and “red envelopes”? This article tries to analyze the behavior motivation of “Red envelopes” from the perspective of Maslow’s hierarchy of needs.