The Impact Of Consumer Motivation On Their Participate Willings To Microblogging Promotion Activities

With the continuous development of the Internet, microblogging users constantly expanding due to the characteristic of microblogging such as convenience and interesting. Microblogging has become an important channel for enterprise marketing. Promotion activities, launched in microblogging and conducted off-line, has the advantage of high interaction, it becomes more and more popular. However, these activities need consumers finish the transfer of time and space, how to attract consumers to participate in these activities is on of the most serious problems many enterprises are facing the microblogging marketing.Based on this confusion as well as the lack of existing theoretical research, from the perspective of consumer motivation, this paper tries to analysis consumers purpose of their participation to microblogging promotion activities. We hope to provide theoretical reference for overcoming this problem in microblogging marketing.Based on the former research, This study establish the formation mechanism model of the impact of consumer motivation on their participate willings to microblogging promotion activities after in-depth interviews and brainstorming method. Data are collected through a questionnaire survey of consumers, we confirme the rationality of the model by analysis the date, and draw the conclusion, and puts forward the research results in practice application suggestions. Data analysis in this study mainly depends on SPSS17.0, data analysis including data description, data reliability and validity analysis, causal analysis method.According to the results of the study, social communication motivation, achievement motivation, leisure motivation, economic benefit motivation and obtain information motivation have positive effect on perceived useful value, what’s more, leisure motivation, social communication motivation, and obtain information motivation have remarkably effect on perceived leasure value, at the same time, consumer motivation has direct and indirect influence on their willingness to participate. In addition, this study also confirms that perceived value is an important antecedent of behavioral intention, which consistent with previous research results.Finally, the paper summarizes the study, analysis the shortcomings, and puts forward suggestions for future research.