| The quantity of the Internet users is increasing with the development of social economy and the technology in our country. There are more and more new network technologies emerging, the most typical ones are E-commerce and Microblog. And they have penetrated into people’s daily life and relationships. The E-commerce has changed the traditional spending habits, and the microblog has changed the mode of information spreading and interaction. More and more enterprises select to develop E-commerce and choice network marketing. They have concerned the various functions of microblog where we can find more and more product information, discount information and activity information etc. Accordingly, the paper select microblog and e-commerce as the research object aims to analysis the influence of microblog to online shopping intention.Students are the largest professional group of the Internet users, and the backbone of online shoppers, at the same time they are the main force of the microblog application and development. Based on the consumption ability, consumption independence and their demand, the College students occupy the important position of the student group, and they are more active in online shopping and microblog. The psychological characteristics of college students’online shopping include advocating personality, seeking fashion, and so on. And the most important of them is seeking emotional experience. Therefore, this study selected college student as research object, and added emotional experience as a variate in this study.Through the above, this study aims to solve the following two questions:(1) Whether the interaction on the platform of microblog would affect the online shopping intention of college students;(2) Which kind of experience would the microblog interaction come about, and the experience come about which kind of impact on the online shopping intention.On the basis of literature, this study divided the microblog interaction into content interaction and interpersonal interaction. Then the study put forward research hypotheses by analyzing the relationship among the microblog interactive, emotional experience and online shopping intention. In order to ensure the accuracy of the study, the questionnaire of this study selected five Likert scale and takes the mature scale as lessons. Before the determination, the questionnaire had gone through the small-scale interviews and small-scale test.In this study, the research process was divided into pre-survey and formal investigation. In the first stage, this study selected students at Jiangxi University of Finance and Economics as the research object. This stage was intended to verify the scientific rationality of the scale on the basis of48effective questionnaires. In the second stage, this study gave out250questionnaires through the paper questionnaires and the Internet, and took back214valid questionnaires. The research object mainly concentrated in Jiangxi Province, and included students in Henan Province, Hebei Province, Hubei Province, Heilongjiang Province and so on. Therefore, the research will be more universal.This study used SPSS19.0to analysis the data. The methods of data handling included descriptive statistics, reliability and validity analysis, correlation analysis and regression analysis. The results validated the hypotheses which was proposed earlier, and drew the following conclusions:(1) Microblog interaction has a significant positive impact on the emotional experience. And the interpersonal interaction has the larger influence than the content interaction on the emotional experience.(2) Microblog interaction has a significant positive impact on the online shopping intention. And the interpersonal interaction has the larger influence than the content interaction on the online shopping intention.(3) Emotional experience has a significant positive impact on the online shopping intention. And the emotional experience acts the intermediary role between microblog interaction and the online shopping intention.On the basis of the empirical results, the study put forward the suggestions of the microblog marketing for the enterprises:Focusing on the management of the information that released from the microblog; To establish an interactive mechanism to improve the level of interactive communication; Paying attention to the emotional needs of the audience and achieve emotional marketing; To perform the social responsibility and expand the influence of microblog.Although this study made some achievements, but it had some shortcomings such as the comprehensive object, the sample size, the insufficient factor of the microblog interactive and the general intervening variable. At last, the study raised the research direction in the future:To expand the sample and the segmentation of the microblog interactive. |
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