Research On The Factors Of Consumers’ Attitudes Towards SNS Marketing For Shopping Websites

Abroad, the social networking site such as Facebook plays more and more importance in enterprises, and companies which have invested a lot of Human Capital and financial resources on social networking sites to enhance marketing effectiveness and obtain economic value. The domestic SNS also increasingly highlights its economic value, such as Renren which mainly targets at college students and Kaixin which mainly targets at the white-collar workers, so SNS has greatly appealed to network marketers. For example, Jingdong Mall, Nuomi and other shopping sites have registered on social networking sites, through registering a Renren account, opening a public page to send information of products and storefronts to other users. SNS relies on real relationships, and users will learn friends’status information by visiting the sites frequently every day.Their actively accessing to the social networking sites provides the conditions and possibility of the advent of social networking sites such as Renren with SNS marketing. Renren and other SNS platforms aim to achieve advertising shopping site through individual status, news, virtual gifts, public home page, etc. SNS marketing is closer to the audience and more precise than the usual publicity, and it has innate advantages in terms of attracting consumers. In the preliminary stage, analysis on SNS marketing factors affecting consumers’ attitudes has a forward-looking sense.Through the relevant materials home and abroad, the paper clears consumer attitudes containing three components:cognitive attitudes, affective attitudes, purchase-oriented attitudes. The paper will synthesize previous theoretical study to conduct empirical study. Empirical study selects Renren as a representative of the social networking and shopping sites as a subject and Anhui University student as research samples, to carrying out researches on the factors of consumers’ attitudes towards SNS marketing. The paper mainly adopts means of interviews, questionnaires, SPSS data analysis to draw the following conclusions:(1)Through in-depth interviews, extracting SNS marketing factors of shopping sites:the quality of information, correlation between information and audience, topicality of information, shopping site’ activity on SNS.(2) The above four marketing factors all have significant influence on consumers’ attitudes.(3) The four marketing factors impose different influences on the three different attitude components:relevance between SNS marketing information and users on shopping site has the greatest impact on the consumer’s cognitive attitude and the minimum influence on affective attitude; Activity of shopping sites on the SNS greatest affects consumers’ affective attitudes, with minimum impact on cognitive attitudes; Information quality of SNS marketing on shopping sites impact greatest on consumers’ purchase-oriented attitudes, with minimal impact on the cognitive attitude; Information topicality of SNS marketing on shopping sites most impacts on the consumers’cognitive attitude, with minimal impact on consumers’ purchase-oriented attitudes;(4)There is a correlation between consumer attitudes’ components internally, meaning that the four SNS marketing factors not only directly affect consumers’ purchase-oriented attitude but also both cognitive attitudes and consumer affective attitudes have an intermediary effect on consumers’ purchase-oriented attitudes. According to the conclusions,this paper makes recommendations for shopping sites about SNS marketing, such as improving the quality of information published, creating topics of information and using other methods to enhance SNS marketing efforts to influence consumers’ attitudes towards shopping sites. The theoretical research provides SNS marketing models, methods and SNS marketing strategies with theoretical support, and improves theoretical research on SNS marketing.