| The emergence and development of Internet has changed people’s lives, and newsocial media emerges in endlessly. In foreign countries, in2006, the world’s firstmicroblog site-Twitter was born, it developed much faster than expected. In China,because of the influence of Twitter, since2007, a large number of microblog sitesemerged, but all have little impacts, until the appearance of sina-microbolg, China stepsinto the microblog era, by the end of June2013, China’s microblog users reached331million, accounted for56%of Internet users.Microblog, due to its rapid growth in the number of users as well as its stronginfluence, many enterprises try to use microblog marketing, the main purpose ofmarketing is to make the potential customers into real customers, but how to achievethis goal, becomes a hot spot of academic and business study. In this paper, we choosethe biggest characteristic of microblog-interaction as the research object, to study howmicroblog marketing interaction influence on consumer purchase intention. Theresearch contents of this paper mainly divides into three parts:The first part is about the dimensions of microblog marketing interaction. In thispaper, we refer to other types of marketing interaction dimensions, such as thedimensions of B2C interaction, the dimensions of virtual community interaction, and soon. Through research, the microblog marketing interaction is divided into three types:consumer-site interaction, including perceived usefulness and perceived ease of use;consumer-consumer interaction, including help between consumers and the influence ofmicroblog opinion leaders; consumer-enterprise interaction, including mutual andpersonalization.The second part is about the dimensions of trust. To consumers, the e-commerceenvironment compared with the traditional environment, it has greater transaction risks,so trust in e-commerce environment is an urgent problem to enterprises. Based on theprevious studies of trust, we put forwards two dimensions of trust attitudes towardsenterprises in microblog environment: confidence in the ability of enterprises, goodwilland honesty of enterprises.The last part is to test the relationship between microblog interaction and trust, therelationship between trust and consumer purchase intention. Based on the idea ofprocess-based trust and technology acceptance model, we build the model of interaction-trust-purchase intention, and through the empirical analysis to verify therelationships.In this paper, we mainly use three research methods: The first one is literatureresearch method, through the review of relevant literatures about interaction and trust,we conclude the dimensions of trust and interaction, and also provides a theoreticalbasis for the research model; The second one is questionnaire method, the questionnaireof this paper has two parts, the first part is the basic information of the respondents, thesecond part is the perception survey about interaction, trust and purchase intention; Thelast one is the empirical analysis method, we use SPSS20.0to analyze the data.Finally, the research results are as follows:Firstly, the microblog interaction can actually influence consumers’ trust attitudestowards enterprises, perceived ease of use, perceived usefulness and the influence ofopinion leaders these three dimensions have significant impacts on trust of the ability ofenterprises, mutual, personalization, help and the influence of opinion leaders these fourdimensions have significant impacts on trust of the goodwill and honesty of enterprises.So enterprises should focus on three different types of interaction in microblogmarketing; Secondly, the two dimensions of trust have positive impacts on consumers’purchase intention, and trust towards the ability of enterprises has a greater impact;Thirdly, the attitude of trust plays a mediating role between interaction and purchaseintention.Therefore, this paper not only has the theoretical significance, but also can providesome guidance for enterprises to make better mircroblog marketing. |
PDF Full Text Request