Study On The Effect Of Business Microblog Marketing On College Students’ Purchase Decision

The popularization of Internet ushered in the new age of int ernet marketing such as the network marketing and precision marketing, in the same way, the appearance of microblog opened up a new airway of microblog marketing. As a kind of brand-new real-time Social Networking platform, microblog has the significant impact not only on the interpersonal communication and social information spreading, but also on the product marketing and brand publicity. A lot of merchants propagandize their brands positively on the microblog, so as to set up the positive image for their brands and corporates, foster potential consumers, even sell their products on the microblog directly.Study on the microblog of academic circles has never stopped since its appearance. In the early stage, studies mainly focuse on Communication Sciences, research scholars study microblog’s characteristics, propagation mode, influence on interpersonal relationship and so on. In the later stage, entrepreneur and merchants began to propagandize their product and brand on the microblog, so the academic research about applying of microblog in the commercial field comes into being. Those academic studies put forward strategies and suggests on microblog marketing, state the relationship between microblog and corporate recognition, brand reputation and even sales volume.This research summarizes predecessors’ studies on network marketing, precision marketing and microblog marketing, and tries to explain the relationship between enterprises’ microblog marketing and college students’ purchase decision in the method of empirical approach. In details, this study puts forward hypothesis and designs measurement scale by means of summarizing the pertinent literatures and indepth interview. According to the measurement scale, this study designs questionnaire named “relationship between enterprises’ microblog marketing and college students’ purchase decision”, before giving out the questionnaire in large-scale, this study organizes small scale investigation to detect the reliability and validity of questionnaire. If the result is qualified, this study begin to issue the questionnaire in large scale and gather data, which were analyzed by SPSS 19.0 and AMOS 19.0, including reliability analysis, factorial analysis, correlation analysis, structural equation model analysis and intermediation analysis. The achievements gained by this study are as follows:(1) By means of reading the pertinent literatures and indepth interview, this study summarizes six factors on microblog marketing, they are quality of information, authenticity of information, business marketing, participation of relatives and friends, interactive marketing, participation of opinion leaders, this study also come up with measurement scale on relationship of microblog marketing factors and college students’ purchase decision.(2) This study finds that microblog marketing factors have positive influence on college students’ purchase decision. In all microblog marketing factors, authenticity of information has no remarkable influence on college students’ cognitive brand attitude, business marketing has no remarkable influence on college students’ emotional brand attitude.(3) Emotional brand attitude and cognitive brand attitude have the intermediation effect between microblog marketing factors and the college students’ purchase decision. At last, according to the conclusions, this study comes up with marketing suggests in three aspects: microblog information management, microblog fans interaction management, microblog business marketing management. Besides, this study analyzes its imperfection and further research prospect.