To Study The Effect Of Social Media Features On Consumer’s Purchase Intentions

With the popularity of smart phone and other mobile devices,various social media platform has attracted a large number of users to join and rely on it, social media also created new business economic models.More and more companies try to make use of the emerging social media platform to promote their products or services, in order to stimulate consumer purchase intention, and gain better marketing effect.However,some existing problems in current social media, to a great extent, still restrict the enterprise to implement their marketing strategy.According to the characteristics of social media,how to choose marketing model to gain consumer trust and stimulate consumer’s purchase intention, undoubtedly,has become the focus of attention for many enterprises.This paper based on the perspective of trust,from three aspects include the social media technology acceptance, the third party information and social media involvement,to study how social media affect the consumer purchase intention,and build theoretical model,and then according to the collected data,analysis correlation and regression using SPSS 19.0,verify the hypothesis of the study.The results showed that,under the influence of trust,which plays a intermediary role,social media technology acceptance has significant influence on purchase intention from the perceived usefulness dimensions;third party information has significant impact on purchase intention from a third party evaluation and opinion leaders two dimensions;social media involvement has significantly influence on purchase intention from participating, dialogue, information validity three dimensions.Research shows that,if a social media is useful,search engine is quickly and efficiently,help consumer to know more information in a shorter time,there is no doubt that it can save time and energy in a great extent,and make the consumer rely on it as well as trust it,on the other hand,also more likely to stimulate consumer purchase intention on the media platform.In addition,the information mainly comes from relatives and friends which use the social media,so consumers will think that it is reliable and trustworthy,and then consult it.At the same time,in the interested field, consumer also pay close attention to related comment from opinion leader,and pay higher credibility to the goods which is recommended by the opinion leader,give these goods priority for consideration when they purchase.Meanwhile, if consumers rely on some social media,he will actively participate in it, by browsing information and interact to meet their information needs,take for the information provided by the social media is useful, and then enhance their credibility, finally, stimulate the consumer purchase intention.A variety of business models which has produced by social media has caught the attention of many enterprises.Based on the marketing background,this paper study the relationship among characters of social media,trust and consumer purchase intention,hope the results of the study can help enterprises to put forward new thinking about social media marketing,by means of making better use of social media features to gain better marketing effect.