Customer Perceived Value (CPV) And Its Relahonship With User’s Behavior Intention In Enterprise Micro-blog

Weibo, as a new generation of Internet social media, because of its real-time,interactive, convenience and social characteristics, has become the important platform ofnetwork users to express their views and access to information. Surge in the number ofweibo users, enterprise microblogging marketing has becoming the concerned focus byenterprises and academics. Based on customer perceived value, this paper uses empiricalresearch method, discusses enterprise microblogging customer perceived value,interactive intention and brand purchase intention and draw relevant conclusions, weibomarketing provide reasonable Suggestions for the enterprise.This research includes two parts, the first part is about microblogging customerperceived value for the enterprise system research, the second part is about therelationship of customer perceived value and behavior intention in enterprisemicroblogging. Uses the questionnaire to obtain data, and by using factor analysis andstructural equation model, the empirical analysis method of hypothesis testing.This article proves the enterprise microblogging customer perceived value systemincluding financial value, information value, entertainment value, image value, socialvalue of five dimensions. Managers can evaluate the enterprise from the dimension of thefive weibo in the value of the consumers, and then review the microblogging marketingeffect; This paper proves that the enterprise microblogging customer perception of thevalue dimensions and behavior intention. In general, the more enterprise value providedby weibo, consumer interaction the stronger the will, the easier it is to produce thepurchase intention. In the five value dimensions, information interaction value and socialvalue of interpersonal interaction and content have significant positive influence, thefinancial value of interpersonal interaction was not significant, the influence of theinteractive influence significantly the content. Entertainment value has significant effectson interpersonal interaction, no significant impact on the content of interaction. The roleof image value is not verified; This paper found that interpersonal interaction andinteractive effect on purchase intention of promoting different content. Interactive contentto promote consumer purchase intention has direct positive effect, interpersonalinteraction does not directly lead to purchase intention, but interpersonal interaction canpromote the interactive content. Therefore, the enterprise can enhance the emotionalcommunication between the user through interpersonal interaction, and then implanted into interactive content in all kinds of effective information, in the end really promote thegeneration of weibo users purchase behavior.