A Study On The Influence Of Micro - Publishing Amount On Consumers' Willingness To Purchase

With the rapid development of Internet and the coming of Web2.0, Micro-blog, a new social media, has been emerged..Its growth and development have changed the traditional marketing, bringing new challenges for the marketing theory and marketing practice. Scholars at home and abroad are taking the research of Micro-blog features, and they think Micro-blog marketing has the advantage that traditional marketing could not be comparable to. According to relevant data show that by the end of 2012, China’s Micro-blog users has reached 309 million, an increase of 58.73 million from a year earlier. Geometry type growth in the number of Micro-blog users, more and more enterprises are also aware of the importance of Micro-blog, having opened the official Micro-blog to promote business philosophy, product promotion, enhance brand awareness, maintain customer relationship.Micro-blogging platform therefore become the focus of attention in enterprise marketing. On the other hand, integrity as the enduring topic in enterprise management research, has been attention by managers.It is the soul of enterprise survival that not only can help enterprises to establish a good image and fulfill the social responsibility, but also help consumers to strengthen the brand recognition and promote consumer purchase intention, maintain good relationship with the brand. It’s so in the micro-blogging platform. In recent years, social issues because of the lacking of enterprise integrity also appear, having a huge impact on consumer behavior and enterprise sales performance.Many companies use its immediacy and simple-use, interactivity to release a large amount of product information to attract consumers.Micro-blogging has been regarded only as a kind of advertisement platform.When enterprises confronted with the good faith crisis,Micro-blogging becomes the target. In this paper, on the basis of combing the related literature review, including Micro-blog marketing theory, relationship marketing, enterprise integrity theory, and the theory of consumer behavior, Micro-blog content has been classified that never been done. Micro-blog release quantity influence on consumer purchase intention has been put forward with the empirical research method.Based on the integration of Micro-blogging marketing and relationship marketing theory, this article classifies Micro-blogging as two types:tool content and emotional content, with empirical research to discuss how micro-blogging influence on consumer purchase intention. Enterprise integrity and customer involvement have been introduced as moderator variables to study the different types of micro-blogging number influence on consumer purchase intention based on the perspective of consumer perception.This research constructs the researching model with Micro-blogging release,enterprise integrity, customer involvement and consumers purchase intention.Household-appliance enterprises mainly in Nanjing have been for investigation. Through SPSS analysis for survey,data descriptive statistics analysis, correlation analysis, factor analysis and regression analysis have been applied to get the following conclusions:First, Micro-blogging release quantity has significantly positive influence on consumer purchase intention, including tool content and emotion content; Second, enterprise integrity has moderating effect on the relation of Micro-blogging release and consumer purchase intention. Third, customer involvement also has moderating effect the relation of Micro-blogging release and consumer purchase intention.According to the conclusion, this paper puts forward the corresponding management countermeasures and suggestions:A moderate amount of advertisement information and insist on integrity management; Promote the emotional communication and strengthen the brand relationship; Frequent interaction in Micro-blogging and penetrate the enterprise culture.