Research On Driving Factors Influencing Customer Participation In Mobile SNS

With the rapid development of information technology on mobile Internet,the increasement of using coverage and the popularity of smart phones,mobile SNS has become the main medium of users' daily communication.Compared with traditional media,mobile social applications have unparalleled advantages as they can greatly reduce the user limit as well as increase the information diversity,openness and precision.The influence of mobile SNS becoming increasingly significant,based on the acquaintance relationship,they develop online social networking from offline ones to form new social circles.Therefore,enterprises need to adjust strategies in the use of mobile social networking applications for marketing activities to cope with the changing marketing environment,in which exists the pressing problem of how to improve customers' positive participation behavior by expanding online activities and offline cooperation.Before coming up with solutions,enterprises,under new circumstances,need to identify the specific online and offline situational factors that influence customers' participation in mobile social interaction,and the specific content of customer participation dimension,which haven't been demonstrated systematically in previous studies.Therefore,this study investigates WeChat--an online “acquaintance society” with high frequency interaction,trying to constrcut a research framework about driving factors and multidimension of customer participation on mobile social networking platform,to better understand the rule of improving customers' participation in enterprises' marketing activities on the mobile SNS so as to provide managerial implications for enterprises' better exploration and application of mobile social networks.With reference to the literature review,this study selects the corresponding variables and measurement items based on the above researching problem,conducting a structural equation model analysis of colletcted data about 342 valid random samples and modifies the conceptual model.Finally,the empirical analysis results show that the situational factors,the sense of self-efficacy,brand personality perception,information consistency,circle influence all have positive impact on customer participation,of which circle influence is the single factor having negative correlation with customers' active participation.In addition,situational factors and information consistency indirectly influence customer participation behavior through emotion.