Research Of The Influence On Consumers’ Purchase Intention Of Characteristics Of Social Media

With the rapid development of Internet, not only E-commerce has becoming more and more mature, but also gave the birth to a new kind of media-social media, which meets people’s need of network exchange, at the same time, dramatically changed the way of accessing to information and consumption on the Internet, as a result it brings a subversive transform to traditional marketing model. In view of this, this paper take Sina Micro-blog as research platform, put forward hypothesis on the theoretical basis of Technology Acceptance Model, point the consumer perceived value to be intermediate variable, make the information of professional degrees as manipulated variable, let usefulness of search、social characteristics and involved feature as independent variables, to explore the Influence on Consumers’ Purchase Intention of Characteristics of Social Media.Research shows that the search usefulness, involvement as well as sociability of social media(Sina Micro-blog) could positively impact on consumers’purchase intention. Consumer perceived value played an partly intermediary role between social media’s characteristics and purchase intention,that the search usefulness, involvement as well as sociability of social media can enhance consumes’perceived value, thereby enhancing consumers’purchase intention. Meanwhile,the professional of information played a regulatory role between social media’s characteristics perceived value,that is while the information is professional, the search usefulness, involvement social media can enhance consumes’perceived value, while information’s professionalism is weak, it will reduce consumer perceived value. The regulatory role of information professional between social media’s sociability and perceived is not obvious.