The Influence For User Behavior Based On The Clothing Enterprise Weibo Platform Attribute, Publish Methode, Weibo Audience

With the rapid development of weibo, more and more clothing enterprises committed toweibo marketing all over the world. Researches on characteristic and strategy of weibomarketing were devoted by the scholars, but the enterprise weibo platform and user behaviorwere ignored, platform attribute, publish method, weibo audience are contents that related to userbehavior in enterprise weibo platform. Therefore, the researches on clothing enterprises weiboplatform based on user behavior, that is significant to the development of weibo marketing. Thispaper takes the weibo platform of one clothing enterprise as analysis object, study about theclothing enterprise weibo platform attribute, publish method, weibo audience that affect to userbehavior based on the TAM, which provides good weibo platform strategy for clothingenterprises.The enterprise weibo platform technology acceptance model was constructed throughdocument retrieval, interviews and researches on clothing enterprises weibo platform. Itexplicates the acceptability of new information technology to users. TAM to study the factors onthe enterprise weibo platform for user behavior, that divided user behavior into four dimensions:recognition, satisfaction, participation and percent conversion，and analyze user behaviorcombine with the observation date of one clothing enterprise weibo platform attribute, publishmethod, weibo audience. The questionnaire about factors of user behavior that affected byenterprise weibo platform were concluded based on the TAM. Firstly, the model was verified byreliability analysis, principal component analysis and linear regression analysis. Then it wasanalyzed by descriptive statistics, variance analysis, correlation analysis and crosstabs in theSPSS19.0. The specific research contents are as follows:(1) Recognition: The cognitive level ofplatform attribute, publish method, weibo audience, and it has nothing to do with gender and age.The most familiar Weibo attribute is the content of weibo，the most familiar section is weibodynamic, the most familiar application is micro-topic, the most familiar individuation platform isthe link of official website and shop, and the most familiar audiences are fans.(2) Satisfaction:The degree of satisfaction for clothing enterprise weibo platform to users is different. The mostsatisfied means of expression for users is to combine clothing pictures with words, the mostsatisfied content form is the information for dress-goods, users are most satisfied with theclothing enterprise weibo which has celebrity participate in.(3) Participation: The willingness ofusers participate in the clothing enterprise weibo platform is different. The time for users toparticipate in weibo is not regular, female has much more willingness to participate in, thechannel of information to participate in weibo is enterprise fans, participate in the social hot topic will increase the number of fans and click rate, users participate in micro-topic aboutclothing information.(4) Conversion percent: Participate in the clothing enterprise weiboplatform is good for users to transform into consumers. Users who participate in the individualityplatform and accept the recommendation from platform are more possible to consume, users whopay more attention to the fans of enterprise are more probable to become the fans of enterprise.Through research the conclusion provides reference of platform management and strategyresearch for clothing enterprise weibo.