Research For The Impact Of Micro-blogging Marketing On Consumer Purchase Intention

Since Twitter was born in 2006, Micro-blogging has maintained a strong momentum of development. The number of individuals and organizations to carry out marketing efforts on this platform is also increasing. It is true that Micro-blogging marketing has become part of the public business marketing strategy.This paper probes the impact of micro-blogging marketing on consumer purchase intention in the method of empirical research. After collecting data in the way of questionnaires, statistics analysis software, SPSS 19, was used for statistical analysis. And then research conclusions came out finally.Combined with the literature review of network marketing and consumers perceived value at home and abroad, the results of small-scale in-depth interviews, as well as statistical analysis of survey data, this study explored four factors influencing the effect of micro-blogging which are users participation, promotions, celebrity influence and business feedback for users advice.The results show that users participation, promotions, celebrity influence have direct and positive impact on users’ purchase intention. And user participation has the most influences among them.Business feedback for user advice indirectly affects users’ purchase intention. That is to say, user perceived value plays the role of mediating variable in this influencing route. If enterprises pay much attention on micro-blogging user advice and can give feedback in time and humanely, such actions will help consumers achieve higher perceived value on their brands or products. Although it is unable to procure the instant purchase behavior doing this, such actions can ensure consumers purchase willingness indirectly.The research explores more factors of Micro-blogging marketing that affect consumer purchase intention, which expands the theory of Micro-blogging marketing. Empirically validated model also provides some references for future research in this area.