Research On The Influencing Factors Of User Information Behavior In Enterprise We Chat Marketing And Their Relationship

In the Internet age today,social media has changed the communication way of individuals,and redefined the exchange ways between enterprises and their customers.With the rapid development of mobile technology and wide use of smart phones and wireless networks,mobile social media has evolved into a marketing tool of enterprise to communicate with customers anytime and anywhere.At present,as the most widely used mobile social media platform,We Chat has attracted more and more enterprises' attention.The behaviors generated by large number of We Chat users have a positive drive for purchasing,brand promotion,WOM spread etc.to push We Chat marketing to the explosive development trend.However,the current We Chat marketing activities are still in the state of exploration.Although many enterprises are aware of the importance of We Chat marketing and have launched a number of We Chat marketing activities,there are still lack of clear ideas about the effective implementation of We Chat marketing and effective ways to positively affect users' behaviors.Therefore,it's favorable for enterprises to use We Chat marketing platform to effectively carry out online marketing,enhance product and service promotion,expand propaganda,strengthen customer relationship management to achieve economic growth by clearly defining related concepts and systematically extracting the influencing factors of user information behaviors in enterprise We Chat marketing,deeply analyzing the relationship of influencing factors,and carrying out actual survey and data analysis to derive the real factors of enterprise We Chat marketing that influence user information behaviors.Based on the research background,the paper reviews and summarizes the related theories and research literatures about PAD Model of Affect,Flow theory,Stimulus-Organism-Response(SOR)Model,We Chat marketing,network user information behavior and so on,identifies research ideas and methods of user information behavior in the enterprise We Chat marketing base on the mediating effect of arousal and flow.In the aspect of research idea,the paper takes three dimensions of functional quality,information quality and service quality of We Chat marketing platform in the stimulus–organism-response(SOR)paradigm,extracts the influencing factors of user information behavior in enterprise We Chat marketing,constructs the model of influencingfactors of user information behavior in enterprise We Chat marketing from the perspectives of PAD Model of Affect and Flow theory,and makes the theoretical test through the empirical process of questionnaire and data analysis.In the aspect of research methods,this paper uses the methods of combination of normative research and empirical research,qualitative analysis and quantitative analysis,and uses second-hand data analysis,single-handed data collection,speculation induction and theoretical transplantation to ensure the systematic and scientific research and reasonableness.Based on the above research ideas and methods,the paper analyzes the influencing factors and relationship of user information behavior in enterprise We Chat marketing based on the mediating effect of arousal and flow by the review of the basic theories and related research,the influencing factors analysis of user information behavior in enterprise We Chat marketing and role model construction,measurement tool development of research variables,empirical test,the proposal of management inspiration and strategy recommendations.The main contents and study contribution are as follows:1.According to the research paradigm of stimulus-organism-response(S-O-R),the three-level structure of the influencing factors and the relationship of user information behavior in enterprise We Chat marketing is divided,and the relationship of each level is analyzed,and the structural model is constructed.This study defines the stimulation in enterprise We Chat marketing as marketing platform quality,defines organism caused by stimulus as user's internal state,and response as user information behavior.According to the current literature,marketing platform quality is further divided into three dimensions:functional quality,information quality and service quality,and six elements which influence user information behavior are extracted from them.Among them,functional quality include two factors: usefulness and ease of use,information quality include two factors: informativeness and entertainment,service quality include two factors:interactivity and customization;based on the research perspectives of PAD Model of Affect and flow theory,two intermediary research variables,arousal and flow,are confirmed;based on the research context of enterprise marketing environment,two types of user information behavior,information concern and information sharing,are defined.Under the research paradigm of stimulus-organism-response(S-O-R),a hierarchical progressive relationship among the elements is analyzied,relationship hypotheses including marketing platform quality to user internal state,user internal state to user information behavior,arousal to flow,the intermediation of arousal and flow areput forward,the theoretical relationship model of influencing factors of user information behavior in enterprise We Chat marketing is constructed based on the mediating role of arousal and flow.2.This paper makes an empirical test on the influencing factors and the relations of user information behavior in enterprise We Chat marketing.In the development stage of the research variable measurement tool,the design idea of the questionnaire is firstly defined.Based on the mature scale in the existing research and combined with the research background,the initial scale including 40 items is determined through the group interview and pre-test,and then,through sending electronic and paper questionnaires for data collection and collation to master the characteristics of sample data;clear all the research methods in this stage and judge the concentration trend,degree of dispersion and distribution Morphology of sample data through descriptive statistical analysis to ensure that the statistical requirements to meet the normal distribution,use exploratory and confirmatory factor analysis of the sample data for common factor extraction and reliability validity test,and finally forms the official scale with 38 items;in the empirical study stage,obtain 502 valid sample data by issuing a formal scale,ensure that the sample data meet the requirements of the analysis through descriptive statistical analysis and correlation analysis between variables,examine reliability and validity of the sample data through exploratory factor analysis and confirmatory factor analysis,construct unmediated,partial mediated and complete mediated SEM(structural equation model),confirm the complete mediated model as the optimal model by means of comparing with the competition models.Test results of the best model shows that 26 are supported by data and 15 do not pass the empirical test among the 41 relationship assumptions.3.Propose marketing revelation and strategy recommendations.Based on the verification of the relationship model of user information behavior in enterprise We Chat marketing,the marketing revelation of this research results is summarized,which include that: We Chat provides high-quality platform for enterprise online marketing,users play an important role in enterprise We Chat marketing,The quality construction of marketing platform is conducive to the promotion of user information behaviors.At the same time,according to the current situation of the We Chat marketing activities of Chinese enterprises,the corresponding strategies are put forward,which include that: the enterprises should actively carry out We Chat activities,enterprises should rationally build We Chat marketing platform,enterprises should strive to promote the dissemination of marketing information.The conclusion of this paper and the marketing revelation are helpful to optimize the mode of enterprise We Chat marketing and enhance We Chatmarketing effect.After qualitative analysis and quantitative test,this study has obtained the factors of enterprise We Chat marketing that influence user information behaviors,and obtained the conclusion of theoretical and practical significance.On the one hand,usefulness,information,entertainment and customization of marketing platform quality influence information concern and information sharing behavior through the impact of users' arousal;on the other hand,ease of use,entertainment and customization of marketing platform quality influence information concern and information sharing behavior through the impact of users' flow.In addition,arousal,as a mediating variable,has a positive effect on the other mediating variable flow.This study has some innovation,mainly include:(1)The three-level structure of the influencing factors and the relationship of user information behavior in enterprise We Chat marketing is divided,the basic dimensions of marketing platform quality and user information behavior are put forward,the factors of enterprise We Chat marketing that influence user information behavior are extracted;(2)The relationship of user information behavior influencing factors in enterprise We Chat marketing is established,the relationship model of user information behavior influencing factors in enterprise We Chat marketing is constructed;(3)The scale tool of the influencing factors of user information behavior in enterprise We Chat marketing and their relationship is developed;(4)IT innovatively combine PAD Model of Affect with Flow Theory,and pass the empirical test,that is,arousal has a positive effect on flow;(5)Based on the results of empirical test,this paper puts forward the concrete measures to enhance the effect of user information behavior in enterprise We Chat marketing activities,and has certain practical contribution.The research is entirely based on the perspective of psychology,and only from the viewpoint of enterprise,which did not take into account the individual,social and other factors,so it has some research limitations.In future research,we can consider to transform the research perspectives,incorporate more research elements,and extend the outcome variables to some more intuitive marketing variables,such as purchase intention,purchase behavior,participation,loyalty,word of mouth,brand relationship quality,customer relationship quality etc..In addition,we can analyze different influencing factors and relationship according to the different characteristics of marketing platforms in the near future.