The Effects Of The Enterprise Micro-blogging Quality On Customers’ Behavioral Intention

As microblogging occupy a position of more and more important in our life, somepeople even use words such as " Microblogging Age" to describe microblogging bringthe effects to people’s life. So the microblogging has very big effects on people inmodern life. In the web2.0age, as a new social media platform, microblog alreadybecame one of the most convenient means for the people to express wishes, share moodand publishing information, and it has a strong influence on the public opinion. Inmicrobloging application, besides the person opened his own microbloging account,many companies have also launched their own official weibo account, and they viewedthe microbloging as a new marketing platform. The companies take advantage of theproper communication advantage of microblogging, and they begin to carry out avariety of marketing campaign aim for Microbloggers to accelerate the speed ofinformation transfer, reduce the cost of consumer search information, and impelconsumers to produce the purchase intentions. At the same time, they will shape theirown corporate image and enhance the brand influence.The paper treats the majority of users in Sina microblog as the subjects andthrough review the relevant literature and depth interview. This study explores theeffects of enterprise micro-blogging service quality on users’behavioral intention.Firstly, in terms of its functions and characteristics, this paper defines the concept ofenterprise micro-blogging service quality and its components. Enterprisemicro-blogging service quality contains two dimensions: information quality andinteraction quality. Then, this study puts forward measurement indicators of theenterprise microblogging quality, and constructs theoretical model of the enterprisemicroblogging quality affect user behavior intention model based on relationshipquality model. Data from337valid questionnaires is analyzed using SmartPLS2.0. Theresults indicates that the two dimensions of enterprise micro-blogging service qualityare positively related to users’satisfaction and trust, which further significantly impacttheir behavioral intention. Finally, this study presents practical suggestions for managersof enterprise micro-blogging in improving its service quality.