A Study Of Factors Affecting The Intention Of Consumers About Microblog Marketing Based On TAM And IDT Model

With more and more enterprises have established their own microblog, like Sina,Tencent, Netease et al, microblog has become the most active social media in recentyears. As of the end of December2012, the number of users of microblog in China wasmore than300million, and the number was about55percentage of the total number ofInternet users. Because of its rapid information dissemination and strong interaction,more and more enterprises begin to pay attention to its great commercial value andpotential, and also try microblog marketing.In China, the development of microblog marketing has facing some problems likeno guarantee of the information published on the microblog, uncertainty about themicroblog marketing model and the lack of users’ concern. In order to achievelong-term success, the microblog enterprises need to know how to make full use of it toattract their users. We have microblog users in China as our research sample, and try todig the key factors which affect the adoption of consumers about microblog marketingthrough an empirical research. Based on the research conclusion, this paper providestheoretical reference for enterprises to carry out microblog marketing successfully.Firstly, through analysis literatures about the adoption of network marketingin-depth, this paper takes Technology Acceptance Model as well as InnovationDiffusion Theory as the theoretical basis based on the research status at home andabroad. Combined with the characteristics of microblog marketing, we chose personalinnovation, social effect, interaction and perceived entertainment to extend the originalmodel. Eventually, the research model which is used to investigate consumer’s adoptionof microblog marketing has been formed. It also put forward10hypotheses based onthe model.Then, on the basis of related literatures and the development status as well ascharacteristics of domestic microblog, we have designed our questionnaire to collect theempirical data of our microblog users. In this paper, We chose the SPSS and AMOS asthe statistical software to verify the proposed research modle. The results show that9hypotheses are supported through empirical study, and attitude, social effect and perceived uefulness positively affect the intention of adoption towards microblogmarketing.Finally, we explain the research conclusion according to the actual situations oneby one and give suggestions to microblog marketing practitioners. In this paper, weregard the microblog marketing as a model innovation, and study the facyorsinfluencing the adoption about microblog marketing from the perception of consumersin emphasis. All the results can contribute to a more comprehensive understanding ofconsumers behavior, and also help to promote the sustainable development of domesticmicroblog marketing.