A Study On The Influence Of The Interactive Microblog Marketing On Consumer’s Behavior Intentions

In Web2.0era, there are more and more interactive channels for enterprises to communicate with the consumer and the consumers. Consumers have the right to speak more freely. The enterprises’marketing mode is changing from one-way communication to interactive communication. The appearance of microblog highlights the new era of the subjects’ interactive communication method via the intermediation of information technical. Due to its’ special attributes such as convenient communication, immediate release, fragmentation, openness and fast spread, microblog gradually becomes the mainstream platform for interactive communication between enterprises and consumers.This dissertation mainly discusses the interaction in microblog marketing and the influence of different factors of interaction in microblog marketing on consumers’behavior intentions. In combination of the relationship marketing theory, interaction theory, theory of consumer behavior and other related theories, and according to features and functions of microblog marketing interactivity, it builds, validates and analyzes the influence factor mode of microblog interaction on consumers’behavior intentions.This dissertation does the research work around the influence of different factors of interaction in microblog marketing on consumers’ behavior intentions listed out as follows:1. This dissertation firstly defines the concept and classification of interaction, the interactive features of microblog, relationship marketing theories, and the theory of quality’s constitutional dimension:trust, commitment and sense of community. On the basis of the analysis of relevant theories and documents, it puts forward the research idea, which provides a theoretical basis for building the conceptual model and the theoretical system of the influence factor of interaction on consumers’ behaviors in microblog marketing.2. This dissertation uses the combination of the qualitative research and quantitative analysis to discuss the influence of microblog interaction on consumers’ behavioral intentions from the aspect of consumers. Based on the analysis of relevant theories, this research put forward the conceptual model of the influence factor of interaction on consumers’behaviors in microblog marketing and the contained theoretical assumptions: two-way communication, synchronicity, perceive information value, perceive social benefits, perceive enjoyment affects the consumers’ behavioral intentions through relationship quality. Taking the relationship quality between consumers and enterprises as mediating variable, the interaction factors indirectly influence the consumers’ behavioral intentions.3. On the basis of the conceptual model and research hypotheses, it is necessary to design the research programs involved in the people, from the aspects of determining the quantity of samples, designing questionnaire, measuring variable factors, and selecting analytical methods. It is suggested to combine the empirical research and data analysis, then validate and correct the research model, finally determine the final model.4. Based on the path analysis and hypothesis test of structural equation modeling, this research discusses the results and puts forward the proposals to promote interaction in enterprise microblog marketing, forming systematic research finding.The empirical research conclusions and innovations of this thesis are highlighted as follows:1. From the view of consumer, this research combines the perspective of relationship marketing with consumer interaction in microblog, studying the effect of interaction on consumers’ behaviors. We have gained some valuable conclusions through the qualitative and quantitative researches. It also gains the modeling factor indicator via studying the influence on the consumers’ behavioral intentions based on the refinement of interaction.2. The concept research model built in this research combines interaction, relationship quality and consumer’s behavioral intentions into a complete model, to systematically discuss and study their mutual relations. The results show that the user-computer interaction and user-user interaction between consumers and enterprise microblog affects the consumers’ behavioral intentions through three dimensions of quality:trust, commitment and sense of community, and the relationship quality between consumers and enterprise microblog has an impact on the consumers’behavioral intentions.3. This research validated the relationship quality in microblog marketing which is an intermediary role between the front variables and outcome variables, taking advantage of the empirical methods, the modeling approach of structural equation and analysis process, completing the analysis and validation of the model. This research provides a new research framework for the interactive mechanism and relationship quality in microblog marketing.