The Effect Of Two-sidedness Of Micro-blog Information On Consumer Purchase Intention

By virtue of the convenient Internet communication ways and the new platforms,micro-blog has not only changed the mode of information dissemination, but also setoff a “Micro-Revolution”. The information of micro-blog is one of the most importantfactors in micro-blog marketing. It has been still in the stage of exploration andattempt to conduct the micro-blog marketing effectively and transfer the products orservices information to the consumers (fans) by only140words. It is relatively noteasy to answer whether the consumers are inclined to accept the one-side micro-bloginformation or the two side one when they are using the micro-blogging and shoppingonline. Based on that, the thesis chose the famous social media platform with themost users, Sina Micro-blog, as sample and imitated the circumstance of browsingthe micro-blog information. And the thesis hoped to discuss how the one-side ortwo-side micro-blog information could affect consumer purchase intention afterconsidering the micro-blog source type (original or reposted).The micro-blog information in this thesis mainly refers to the enterprise officialoriginal or reposted micro-blog information of the products or services for thelaunching, promotion and advertising. The aim of this thesis is to find out how theconsumers judge the one-side and two-side micro-blog information and make thepurchasing decision when in the two context, the enterprise tweets the originalofficial micro-blog and reposts the micro-blog which is related to its products orservices. The thesis made the hypothesizes and used the qualitative and quantitativeresearch methods to test them via making a questionnaire survey among the148SinaMicro-blog users who were the fans of some certain enterprises. The thesis wasmainly based on the ELM theory, consumer psychology, social psychology,advertisement science and so on.The main conclusions are as follows:1) In the context of micro-blogging,one-side information can have bigger effect on the consumer purchasing intentionthan the two-side one;2) When the enterprise tweets the one-side micro-blog information, it is better to tweet the original official micro-blog than to repost theothers’ micro-blog with its products or services information; When the enterprisetweets the two-side micro-blog information, there is no big significant differencebetween the original micro-blog and the reposted one;3) There is an interactionbetween the micro-blog source type and the consumers’ gender differences: When theenterprise tweets the original one-side micro-blog, the women consumers are inclinedto have stronger purchasing intention than men have; When the enterprise repost theone-side micro-blog, there is no big difference between the women and men.The thesis contributes a lot in both the theoretical and practical development. Itnot only develops and enriches persuasion theory in micro-blog context, but also hascontributions to provide relatively scientific suggestions for enterprises to have bettermicro-blogging marketing in the aspects of information design, positioning andblogger selection and so on.