Duanzi Writers’ Micro-blogging Marketing And Its Effects Of Consumer Behavior:an Empirical Study

This paper explores the impact of micro-blogging marketing on consumer behavior, treating the Duanzi writers as the subjects. Statistics analysis software SPSS19.0was applied to deal with the network survey data.By literature reviewing, small-scale in-depth interviews, and factor analysis of questionnaire data, this research found six factors in micro-blogging marketing: information interesting, brand or product, promotion, Duanzi writer, activity and interaction.The study found that, information interesting, brand or product, and interaction influence consumers’purchase intention through searching intention. It means that searching intention is a mediating variable of those factors and purchase intention. Promotion in micro-blogging marketing can directly affect consumers’purchase intention without through searching intention. Specifically, brand or product, and interaction have a positive correlation on both searching intention and purchase intention. Meanwhile, Information interesting has a negative correlation on both searching intention and purchase intention, that means the more interesting the information is, the lower of searching intention,and the willingness to purchase products.