Empirical Research Microblogging Marketing Purchase Intention Impact On Users

Micro-blog is an emerging social media, whose features of real-time,fragmentation and interactivity are attracting more and more users. Based on it, moreand more enterprises begin to profit from microblogging platform. One way is to makemicro-blog marketing. Many well-known brands or companies open micro-blog account,which is regarded as an important channel for promoting products, or shaping imageof the company. However, the methods of microblogging marketing is currently limited,and the effects of marketing are difficult to evaluate. Many researchers study on theseproblems. Besides, the empirical research literatures on microblogging marketing arelack, and ones on the relationship of microbblogging marketing and purchasingintention are less. This thesis studying the impacts microbblogging marketing onpurchasing intention, has theoretical and practical significance.This study trys to show microbblogging marketing does affect purchasingintention from the perspective of perceived value and perceived risk. Firstly, throughliterature review and expert interview, extract five factors affecting microbbloggingmarketing, including brand popularity, information quality, marketing activities, fansinteraction and the opinion leaders’ participation. Then, build model microbbloggingmarketing impacting purchasing intention, using perceived value and perceived risk astwo intermediate variables.Then according to related maturity scale, set measurementindexes for the variables and design a questionnaire. Finally, inviting the collegestudents and young workers in Chongqing to fill in the questionnaires, and totallyreceived198copies of valid questionnaires.This thesis uses SPSS.19tool to analyze the data, and we used reliability、validityanalysis, correlation analysis and regression analysis, and finally draw the followingconclusions:(1) the five extracted marketing factors have a good degree ofinterpretation.(2) the perceived risk and perceived value has a good interpretation ofpurchasing intention.(3)the information quality, marketing activities, opinion leaders’participation has a direct and significant impact on purchasing intention.(4) the brandpopularity and fans interaction has significantly direct effect on perceived value.(5) thefans interaction, information quality and marketing activities, is positively related toperceived value.(6) the perceived value makes mediating effect between theinformation quality, marketing activities and purchasing intention.