A Research On The Effect Of Enterprise Micro-Blogging Marketing On Consumer Purchasing Behavior

With the arrival of the era of Web3.0, the improvement of mobile terminal, the increasing intensification market competition and the diversification of publicity, micro-blog changes the way the spread of enterprise information and sets off a revolution with its characteristics of digital, interactive and convenient. Moreover, micro-blog marketing is becoming the newest darling of many enterprises. How to attract consumers to the greatest extent has become one of the most important parts of marketing strategies. Among all the consumers, the student is the biggest group and the90’s have already become the main force of micro-blog. Therefore, it’s necessary to do the research on the students’ enterprise micro-blog marketing strategy.This paper summarizes research results of scholars at home and abroad, and through depth interview and questionnaire to build enterprise micro-blog marketing influence on student’s group purchasing behavior model which based on the object students of Beijing University of Posts and Telecommunications and technology acceptance model. Meanwhile, this paper analyzes valid data in order to adjust and correct enterprise micro-blog marketing model through SPSS19.0which this paper proposes. At last, this paper puts forward opinions and suggestions for enterprises which could cover the shortage.The research conclusions including in this paper are mainly as follows:finally there are eight influence factors which enterprise micro-blog marketing influencing consumer purchasing behavior. They are enterprise brand, micro-blog promotion, frequency of interacting with consumers, community information, information attraction, times of information forward and comments, releasing time of micro-blog, and share after purchase. Meanwhile, frequency of interacting with consumers, community information, information attraction and share after purchase affect consumer purchasing behavior directly. Among all the factors, information attraction is the most relevant factor to consumer purchasing behavior. In addition, perceived usefulness and trust the two intermediate variables are all positive relevant to consumer purchasing behavior and perceived usefulness is higher influence degree than trust.