Research On The Impact Of Micro-tao Marketing On Consumer's Brand Trust Mechanism

In the era of mobile Internet,mobile e-commerce platform represented by Taobao has become an important choice for people to consume,and has also become an important battlefield for brand to carry out content marketing activities and compete for users.As one of the five main functions of Taobao,micro-Tao is an open window for brands to do content marketing and communicate with consumers,and bears the responsibility of brand guiding consumption and transmitting brand values and concepts.At present,there are few authoritative academic research results on micro-Tao,basically focuses on the mechanism of brand loyalty and brand trust through the content marketing activities carried out on social media.Therefore,it is of theoretical and practical significance to discuss the mechanism of consumer brand trust from the perspective of micro-marketing.This study is based on ASCI model,brand trust three-dimensional model and brand trust establishment mechanism.Combined with the specific characteristics of micro-Amoy marketing,firstly,the literature of micro-Amoy marketing and the dimension division of brand trust and brand satisfaction are sorted out.Micro-Amoy marketing is divided into three dimensions of " content browsing"," consumer-brand participation" and " consumer characteristics".Brand trust is divided into three dimensions of " quality trust"," goodwill trust" and " ability trust".Brand satisfaction is taken as an intermediary to build a model of micro-Amoy marketing establishing brand trust for consumers.Subsequently,based on the existing academic achievements,this study conducted in-depth interviews with micro-Tao users,and designed questionnaires and collected data according to the interview results.Through SPSS25,descriptive analysis,correlation analysis,regression analysis and intermediary effect test were conducted on the data,and the model was revised to verify the hypothesis.According to the analysis results,the dimensions of micro-panning marketing are changed to " high consumer participation"," entertainment content" and " consumer characteristics",and the dimensions of brand trust are changed to " goodwill trust" and " quality trust".Through research,it is found that micro-Tao marketing has a significant positive impact on the establishment of brand trust mechanism for consumers.Consumers' high level of participation,entertainment content and consumer characteristics are all positively affecting the establishment of brand trust for consumers,of which entertainment content has the greatest impact on the brand trust for consumers.Brand satisfaction plays an intermediary role in micro-Tao marketing and the establishment of brand trust mechanism by consumers,and plays a part in the intermediary role.Finally,based on the research results,this study puts forward targeted suggestions on micro-Tao marketing of e-commerce platform brands and enriches brand e-commerce operation strategies.