Research On The Influence Of Enterprise Microblog Information Contents And Comments On Consumer Purchase Intention

In foreign countries, Micro-blog website is pursued by more and more company. Because its economic value, it has become a marketing tool for many new enterprises. In China, micro-blog developed less general. 2007 was the first time micro-blog was brought into the domestic. In 2009 it grow more and more faster. And 2010 is known as the first year of China’s micro-blog histroy. This year a lot of iconic event were detonated by micro-blog, and then influence the whole society. Micro-blog’s influence is increasingly beyond people’s imagination.Including government departments, almost all websites opened micro-blog in Chinese. Among the multitudinous users, media is one of the most active groups of all, and they has more user group. Now the enterprise has been realized the importance of micro-blog platform and get into micro-blog platform. But marketing research about micro-blog is far behind micro-blog’s use. Therefore explore the micro-blog marketing is very significant.This study reviewed the related literature at home and abroad. First the paper put micro-blog information content classifyed. And then verify the classification in the 44 official flagship store using ROST Content Mining software. Secondly, the paper combined with the AISAS model and the Theory of Planned Behavior, constructs the enterprise micro-blog information content and comments on consumer purchase intention model. Then according to the model, we design the questionnaire. Analysis the collect survey data by the use of SPSS19.0 and AMOS19.0 software. The main conclusions are as follows:(1) In the enterprise micro-blog information content, brand information, enterprise information, links, product information, life information and positive comments has a significant positive effect on attention intention. Enterprise information has a significant positive effect on purchase intention..(2) Consumer attention intention has a significant positive effect on consumer purchase intention.Finally, according to the results of this study. This paper puts forward some suggestions for enterprises to carry out in the precision marketing.