Research On Factors Influencing The Intention Of Movie Micro-blogging Marketing

Chinese micro-blogging economy is in the development stage currently, and movie micro-blogging marketing gradually shows a great vitality. Because of the fierce competition of movie box-office performance and the scramble for movie marketing on micro-blog, more attention is paid to the research problems how to make full use of micro-blog for marketing, how to attract consumers, or how to make micro-blog play a role in marketing. As movie micro-blogging marketing is a new area of research, the relevant domestic research is still in the balnk stage. Therefore, this paper takes this as the research object to replenish the theoretic gap and to provide references to practice in movie micro-blogging marketing.Through a lot of review of the literature and theoretical analysis, this paper constructed the model of movie micro-blogging marketing and put forward the hypothesis based on IDT and TAM, then used questionnaire survey for data collection, and finally processed data by using SPSS. By analyzing data, the study found that main factors affecting the intention of movie micro-blogging marketing are Interactivity, Comparative Advantage, Social Effect, Observation and Perceived Usefulness. What is more, Interactivity have influenced the intention most, Comparative Advantage took second place. And the effect degree of Social Effect, Observation and Perceived Usefulness are decreasing.According to the study, suggestions about movie micro-blogging marketing are made.(1) Focusing on interaction, unimpeded exchange channel;(2)Making best use of celebrity to expand the user base;(3) Utilizing entertainment elements to meet the demand of the user;(4) Doing viral marketing to build a positive buzz;(5) Integrating information to strengthen the content advantages.