A Study About Effects Of Micro-Blog Marketing On Behavioral Intention

Since Twitter was launch in2006, micro-blog has become a hot topic and attracted a lot of attention from media, the IT industry, the general public, etc. In December of2010, the user scale of micro-blog in China has exceeded160million. According to the predication of OCCT, by the end of2013, the independent user of micro-blog would reach253million. As a new media, the micro-blog integrates message, social network, blog and IM’s characteristics with the strengths like low threshold, transmission speed, real-time feedback and so on. More and more enterprises and marketing practitioners have noted it and take micro-blog as an effective way in marketing and PR. But how to effectively use of the micro-blog for marketing is still in exploration. This paper takes tourism micro-blogs in Sina platform as object, exploring the factors of micro-blog marketing and setting up a model of effects of micro-blog marketing on behavioral intention. Based on the research result, it gives some suggestions for tourism enterprises taking action on micro-blog marketing.Firstly the author reads a lot of related literature. In the first and second chapters, it systematically reviews the definition of micro-blog marketing, the connotation and features of network consumption behavior, the definition of behavioral intention, the relationship of behavior intention and attitude, purchase intention and trust. Secondly, it does some interview with three experts and six users and conducts7possible factors of micro-blog marketing as interest, brand, event, promotion, information, interactive and opinion leaders. Thirdly, with the literature research and interview results, it presents a theoretical model about the effects of micro-blog marketing on behavior intention and also gives the research hypothesis. With statistical analysis of142effective samples by SPSS and EXCEL software in descriptive statistical analysis, correlation analysis and regression analysis, it finds the following conclusions:1) through the factor analysis shows that there are the six kinds of micro-blog marketing impact factor, two types of perceptual variables and three categories of behavior intention. Six kinds of micro-blog impact factor are brand, opinion leaders, information, promotion, interactive and interest; two types of perceptual variables are cognitive-affection and trust; three categories of behavior intention are search intention, the purchase intention and the share intention.2) The effect of micro-blog marketing on perceptual variables:the factors of information, brand, promotion, opinion leaders and interaction have direct significant impact on cognitive-affective; the factors of promotion, opinion leaders, interaction and interest have direct significant impact on trust.3) The model of the effect of micro-blog marketing on behavior intention: brand directly influences the search intent, share intention and purchase intention; opinion leader directly influences the search intent, at the same time through cognition-affection indirectly affect search intention, and through cognition-affection and trust indirectly affect the share intention and purchase intention; information directly affect the share intention, and through cognition-affection indirect effects e search intention and purchase intention; promotion directly affect the search intention and share intention, and through the cognition-affection and trust indirectly influence the purchase intention; interaction directly affects share intention, and through the cognition-affection and trust indirectly affect search intention and purchase intention; interest directly affect share intention, and through trust indirectly affect search intention and purchase intention. According to the results, it puts forward six suggestions for tourism enterprises doing micro-blog marketing.There are three innovations in this paper. First, it explores the factors of micro-blog marketing and behavioral intention, which enrich the extant research. Second, it establishes the model of the effect of micro-blog marketing on behavior intention, which make up blank in this field. Third, it takes tourism micro-blog marketing as the research object, and puts forward some proposals. Above all, this paper not only enriches the theory study but also gives some micro-blog marketing suggestions...