An Empirical Study On The Impact Of Interactive Marketing On Consumers' Purchase Behavior

With the rapid development of network communication technology and popularization of mobile internet devices have made consumers not satisfied with using the desktop computer surfing the internet,they are more willing to use mobile phones or other mobile electronic devices to surf the internet anytime,anywhere.In the mobile network environment,interactive marketing,with its real-time,interactive,time-sensitive features and precise positioning,has become an effective marketing platform for enterprises.With the continuous promotion of the interactive marketing,its business value and marketing value is becoming a highly concerned topic.How to make use of these mobile network platform to interact with consumers and ultimately to close a deal has become a problem faced by many enterprises.This paper mainly uses three research methods: literature research,questionnaire survey and quantitative analysis.After studying the related literatures of interactive marketing and consumer purchasing behavior,this paper,combined with the actual situation of China's mobile network environment,starting from the 4C theory of customer needs,communication,cost and convenience,puts forward the theoretical model of interactive marketing influence on consumers' purchasing behavior and discusses the experience of using mobile network to regulate the implementation of interactive marketing and consumers' purchasing behavior.Then,the theories and variables of model combination are elaborated and defined according to the relevant theoretical research of previous researchers,and the corresponding hypotheses and measurement scales are put forward.The data of the questionnaires were analyzed by SPSS.The result shows that the interactive marketing does have an impact on consumers' purchasing behavior.The four dimensions of customer demand,communication,cost and convenience all have significant effects on consumer behavior influences.In addition,the mobile network experience can indeed be used to regulate consumers' purchasing behavior.The paper consists of six chapters.The first chapter is the introduction,which introduce the background and significance of the research,the research status quo at home and abroad,the contents and methods of the thesis and the innovation of the thesis.The chapter 2 is the theoretical basis,which studies the theory of interactive marketing and the theory of consumers' purchasing behavior.The chapter 3 is the model construction and research hypotheses.The chapter 4 is the design of the questionnaire and the description of the research samples.The chapter 5 is the data processing and model checking.The chapter 6 is the research conclusion and the prospect.The innovation of this paper is that the previous research on the interactive marketing are mostly concentrated in the PC terminal network marketing,but this paper focuses on mobile interactive marketing.After studying the domestic and foreign research of interactive marketing,combined the characteristics of mobile network marketing with 4C theory,the author puts forward the hypothesis of the interactive marketing on consumer purchasing behavior,and uses the experience of using mobile network as a moderator variable,and then,carries on the analysis and verification through quantitative research.At the same time,this paper analyzes the sample data of the questionnaire by correlation analysis,regression analysis.Results show that each variable has an influence on the purchase behavior of consumers,which also provides a new theoretical basis and research perspective for the subsequent study of the impact of interactive marketing on consumer purchase behavior.