Research On Affect The Wills To Disseminate The Micro-blogging Viral Marketing In Garment Industries

Micro-blogging Marketing is a new manner of cyber marketing derived from the popularityof micro-blog. It features the characteristic of viral transmission out of its functionality offorwarding and commenting. The thesis starts its investigation from the characteristic analysis ofmicro-blog and micro-blogging marketing, together with its study on the current situation ofmicro-blogging viral marketing in the domestic apparel industries, followed by the introductionas well as the possible application of Technology Acceptance Model and Innovation DiffusionTheory in the Diffusion Will Mode of Micro-blogging Viral Marketing. In the mean time, fromthe interviewee’s perspective, the thesis comes up with the affecting elements of duffusion willin the micro-blogging viral marketing of apparel industries.In addition, the thesis specifies the field within apparel industries and tries to combineTechnology Acceptance Model, Innovation Diffusion Theory as well as Uses and GratificationsTheory in order to set up the Diffusion Will Mode of Micro-blogging Viral Marketing. Thusfinally it takes shape6dimensions of individual innovation, perceived usefulness,perceived risks, product quality, webservice and the enterprise itself together with17parameters.Via the approach of questionnaire, the thesis carries out its researches upon the targetinterviewees aged from18to35years old so as to analyze all the possible affecting elements andmeanwhile assist to test and remedy the Mode been set up already.The findings demonstrate that there are4main factors contributing to such affection, namelyindividual innovation, perceived usefulness, product quality as well as the garment enterpriseitself, among which the last factor plays the most significant role in influencing the diffusionwills. The thesis standing with empirical research is to dig out all the possible affecting elementsof diffusion wills in the micro-blogging marketing, and thus provide the reference for thegarment enterprise to properly locate the clients and interviewees, help extensively spread information and make the micro-blogging viral marketing feasible and protected by goodgrounds.