The Influence Of Online Social Marketing Behavior On Consumers' Purchase Intention

With the emergence of social platforms such as Weibo,Weixin and QQ,the communication between people is not limited by time and place.This not only promotes the development of social platform marketing,but also provides more convenient communication channels between social marketers and consumers.Social platform marketing,with its advantages of instantaneity,economy,precision and interactivity,has become a new powerful marketing tool for enterprises,which is popular with consumers all over the country and welcomed by all walks of life.Meanwhile,more and more scholars have studied the influencing factors,function paths and marketing effects of social platform marketing.Theeffect of social platform marketing is obvious to all,but whether the behavior of marketers will affect consumers' shopping decisions in the process of social marketing remains to be studied in depth.Thus the study of how social marketers' marketing behavior affects consumers' purchase intention is one of the important issues of common concern in business and academia.Therefore,it is of all important significance in both theory and practice for this paper to study on social platform marketing.Through the collation of relevant works,targeted interviews and long-term observation of consumers who have consuming experience on social platforms,this paper takes marketing behavior of social platforms marketers as explanatory variable,consumer trust as intermediary variable,consumer purchase intention as explanatory variable to construct theoretical model.Besides,it divides the dimensions of each relevant variable,concludes the definition of related variables and proposes research hypothesis of the relationship between the variables.This paper focuses on how marketing personnel's behavior affects consumers' purchase intention in social marketing activities.The writer designed a questionnaire according to the relevant characteristics of social platform marketing and put it online to investigate the whole transaction process of social platform marketing activities.A total of 209 questionnaires were valid.Analyzed by SPSS19.0,main results come out as below.Firstly,two dimensional variables of trust play an important role in consumer's shopping decision-making and have a positive impact on consumer's purchase intention.That is,consumer's purchase intention is positively affected by capacity trust and goodwill trust,among which the later has a greater influence.Secondly,the relevance of marketing information sharing behavior and capacity trust is not significant.However,the impact of two dimensional variables of social marketing behavior(relationship maintenance behavior and marketing information sharing behavior)on goodwill trust is positive.Thirdly,the behavior of social marketers has a positive impact on consumers' purchase intention.Lastly,goodwill trust has complete mediating effect on social marketing behavior and consumers' purchase intention whilst capacity trust plays a partial mediating role.From the conclusion of this study,we can put forward suggestions to individuals or enterprises who are carrying out social marketing: reasonable and effective social marketing behavior is the prerequisite to enhance consumers' trust in social marketers.Consumers' trust in social marketers will affect their trust in the whole transaction process,and then influence the result of a transactions.The innovation of this paper lies in several aspects.first of all,it studies on the impact of social marketing personnel's behavior on consumers' purchase intention through dividing the dimensions of social marketing behavior and the exploring the affecting routes of various dimensional variables on consumers' purchase intention.Then,it uses the relationship maintenance behavior and information sharing behavior of social marketers in marketing activities to measuresocial marketing behavior.Last,it introduces capacity trust and goodwill trust as intermediary variables to build the theoretical mode.While the research has achieved certain results,there are also some shortcomings.The follow up research will expand the sample of the respondents and make a deeper understanding of social marketing.