The Correlation Study Between Internet Users And Enterprise Micro-blog Interaction

With the development of the new media Micro-blog, Weibo interactivemarketing——this new kind of marketing has being popular and gained moreattention across the world. Therefore, this paper establishes the measuring dimension ofuser-needs and Micro-blog interactions and discusses the components of eachdimension on the basis of the reference to others" researches". The paper use thequantitative research to explore the demand point of micro-users and the reason theyparticipating in the online interactive marketing from the enterprise. This paper focus onthe demand factor and the influence factor that affecting the users’ decision, andanalyzes the function of the related spreading mechanism.Research results show that: firslyt: In terms of whether to follow enterprise’sWeibo and whether to attend the online interaction, The influences from informationdemand, expression demand and interaction demand could be different. Their actionscan be different from the core needs and this different will show a certain order.Secondly: online topic interaction is not totally different from Interpersonal interaction,and they are correlate to each other. According to the results, although the online topicinteraction can not necessarily promote the interpersonal interaction, but theaffinity-disaffinity relationship can matter a lot on attracting others’ attention and action.Thirdly: users’ needs lead to Micro-blog online interaction, and the Micro-blog onlineinteraction increase the information needs,expression needs and interactive needs.