Research On The Influencing Factors Of User Acceptance In Internet Causal Marketing

With the continuous development of Internet and e-commerce,network has become an important means of strategic marketing for enterprises.Network cause marketing is a kind of marketing activity that enterprises use network platform to integrate their business,products and charities,attract users to participate,and then improve users' stickiness.This mode is becoming a new direction of enterprise development.With the promotion of large scale network platforms such as Alipay,micro-blog and WeChat,the number of user participation in China's network due to marketing has exploded.However,compared with developed countries,the development of China's network cause marketing has yet to be perfected,which is manifested in the fact that the network due to marketing activity is limited,and the overall publicity is limited.The process is not standardized,which leads to bad user participation experience.The limitations of these practices make the academic research on this aspect imminent.User acceptance is a key indicator to measure the success of a product or service.In order to better guide the development of network cause marketing activities in theory,the author,after understanding the development status of domestic network cause marketing,combined with the existing theoretical research and model framework,preliminarily screened the influencing factors of user acceptance of network cause marketing.After discussing and analyzing step by step,the thesis of this paper is put forward.This paper studies "network + public welfare marketing",so in theoretical research,the author needs to consider the development characteristics and research hotspots of network marketing and causal marketing,as well as the characteristics of user acceptance behavior under Internet technology and the development characteristics under causal marketing.This is mainly because the network cause marketing activities of enterprises in our country are just emerging,and the limited successful cases that scholars can draw lessons from lead to less quantitative research on network cause marketing;secondly,mobile network is the main medium for enterprises to implement network cause marketing,so users' perception of network cause marketing activities is different from traditional cause marketing activities.And more importantly,because this article studies "Internet + cause marketing",the research object is somewhat different.The users of the network under the good cause marketing are both the users of the Internet and the participants of the marketing activities.Users will form individual evaluation and feeling in the whole marketing process,so the article will consider the users' network comprehensively in the selection process of the independent variables.User's experience and user's experience of participating in network cause-related marketing.In addition,the model of this study is constructed by integrating user acceptance model based on perceived value and integrated technology acceptance and use model.Independent variables are divided into three modules: perceived benefits,perceived sacrifices and social impact.Among them,perceived revenue and perceived sacrifice work together on perceived value,and ultimately affect user acceptance through perceived value.Among the specific independent variables affecting perceived value,perceived usefulness has the greatest direct impact.Compared with perceived value,social factors have a greater impact on user acceptance.Finally,according to the results of this research,this paper puts forward some enlightenment and suggestions that we should pay attention to the practicability and simplicity of the activities in the design process,so as to improve the usefulness and ease of use of users;in the promotion process,we should make full use of the social influence and expand the scope of participation.