The Study Of Enterprise Microblog Interactivity On Customer Repurchase Intention

With the rapid development of e-commerce and widespread application of social networkingplatforms, more and more companies use micro-blogging for marketing activities and theinteractivity is the core of holding marketing activities in the micro-blogging platform. So itbecomes a problem for companies should think it about that how to make good use ofmicro-blogging interaction to maintain customer loyalty and encourage customers to make a repeatpurchase decisions.As a predictor of repeat purchase behavior, foreign and domestic scholars have been makinglots of research on repurchase intentions, which focused on the influencing factors on its weight, butmost of the studies were conducted in the traditional environment. As many companies have enteredinto the social micro-blogging platform, not many examples of empirical research were found.Therefore, this paper aims to enrich the academic achievement in this area by building the empiricalmodeling process of micro-blogginginteractivity’s impact to customer repurchase intention in sociale-commerce platform, and we hope the findings in this paper can provide some valuablesuggestions for the company micro-blogging marketing.Based on literature and previous study, this paper will be divided micro-blogging intoperceived usefulness, perceived ease of use, responsiveness and mutual help four dimensions, dividecustomer trust into capability trust and goodwill trust two dimensions. Then we will build anempirical model for influence process among the micro-blogging interactivity, customer trust andrepurchase intention under the social environment of e-commerce platform. Meanwhile throughquestionnaires, this paper will test some hypothesis for the empirical model. The empirical resultsshow: company micro-blogging interactivity affects customer repurchase intentions throughcustomer trust. This provides a new explanation for the relationship between these three variables,last we provide some marketing advice for companies according to the findings form the empiricalmodel.