The Research Of Micro-bolgging Marketing And Its Effects On Consumers Purchasing Behavior

Rely on the way of convenient of communication and platforms, micro-blogging has not changed the mode of information dissemination, and also set off a phenomenon of "Micro-Revolution" in the filed of Internet. At the same time, the features of convenience and accurate of micro-blogging also has a profound impact on the companies’ on-line marketing.The success of micro-blogging marketing can influence the opinion leaders in the social environment, and promote the purchasing behavior of consumers, in order to encourage their creativity and share content. In the process of microblog marketing, will it be able to directly cause consumers purchasing behavior? What factors have an impact on consumers purchasing behavior?The thesis chose micro-blogging users as sample, by the method of small-scale interviews and questionnaires, summarized the value of micro-blogging marketing and the strategies of micro-blogging marketing, analyzed the survey data by SPSS13.0, in order to explore the factors which affecting the micro-blogging marketing, and recommendations for the problems. The main conclusions are as follows:(1) Explored the five factors of micro-blogging marketing influence on consumers’ behavior are:the mode of micro-blogging, the quality of information, the convenience of read information, the recommend of micro-blogging opinion leaders, and the participate of friends.(2)Though the analysis results of fourth part, in the five factors of micro-blogging marketing, the level of influence in consumers behavior is followed by the mode of micro-blogging, the recommend of micro-blogging opinion leaders, the quality of information, the participate of friends, and the convenience of read information. Firstly, the mode of micro-blogging marketing determines the emotional information attitude of consumers. The quality of information and the convenience of read information determine the level of understanding of consumers information. the participate of micro-blogging opinion leaders and friends determine the reference system of consumers purchasing behavior.(3) In addition to the major factors of micro-blogging marketing, consumers purchasing behavior also effected by their individual factors. The usage of micro-blogging by individual has a significant influence on cognitive of micro-blogging marketing, which also has effect on consumers purchasing behavior.