Research On The Impact Of Enterprise Micro-Blogging Marketing On Consumer Purchasing Intention

With the continuous development of technology of web2.0and social network, various of social media platform are springing up. Compared with other social medias,micro-blogging is becoming more and more popular due to its features of autonomy, fragmentation, interactivity, fissionability and so on. There are more than300million micro-blogging users in the Chinese mainland at the moment, including leader of all circles, famous star, official and official organization.In addition, there are exceed20,0000enterprises open their own homepage in various kinds of micro-blogging platforms. Since micro-blogging was caught on mainland China from2009, its influence is dramatic increase day by day,even beyond public imaging. Micro-blogging, as other social medias, is changing channels of customers get information; is transforming pathways of conversation between customers and enterprises; is converting modes of enterprise impact consumers. Utilizing micro-blogging’s spread character to conduct accurate and low cost micro-blogging marketing is more attention being paid by more and more enterprises, media persons and scholars.This thesis takes the micro-blogging website as the research platform, the users of micro-blogging as the objects, via depth interview to get the five factors of influence of enterprise micro-blogging marketing firstly, and add consumer perceived value and trust as the intermediate variables, and then take advantage of empirical research methods to explore the impact of enterprise micro-blogging marketing on consumer purchasing intention. Statistics analysis software SPSS17.0and AMOS17.0was applied to deal with the survey data. From investigation we come to the following conclusions:(1) Eventually what this thesis obtains the factors of influences of consumers purchasing intention are consist of corporate brand awareness, interacting communication with users, triggering off users engagement and the engagement of entrepreneur opinion leaders. Information attraction is unable to impact consumers purchasing intention directly,however, it can influence consumers’ perceived value and trust so that impact purchasing intention indirectly.(2) Corporate brand awareness, interacting communication with users, triggering off users engagement,the engagement of entrepreneur opinion leaders and Information attraction are able to through affecting consumers perceived value and trust as a result of impacting purchasing intention.(3) Compared with trust, the influence of perceived value has the greater effect on consumer purchasing intention.