Research On Factors Influencing The Intention Of WeChat Official Account Marketing Under The Environment Of "Internet+Movie"

As WeChat improves the importance of its role and status in film and television,WeChat Official Account is also a high position to climb for those people in film marketing.Facing the fierce battle at the box office,it has become the central issue on how planners in film and television industry utilize WeChat public numbers accurately,promoting materials and content development and then how to produce the right contents that can precisely reach the target crowd and achieve the goal of shopping diversion.This study starts with the aspect of the target crowd with the Uses and Gratifications Theory and the extending combining Technology Acceptance Model and Diffusion of Innovations Theory,Through literature overview and research,the author tries to build a study model of the factors that influence the target crowd,s willingness to participate in the WeChat Official Account for films.Meanwhile,the author aims at the advertisement messages dropped on WeChat Official Account by film marketing,combines the existing mature model that affects the advertisement attitude with the new factor of self brand consistency and drafts questionnaires to give away and collect data.Soon afterwards,the author proceeds to data analysis and processing using SPSS software and quantificationally measures up how each given factor differentiate on the target crowd,s participation.Thereby,testing the author' s study hypothesis gives us six major factors that influence the target' s crowd participating in films' WeChat Official Account,which are Perceived Usefulness,Perceived Ease of Use,Perceived Playfulness,Interaction,Self Brand Consistency and Social Impact.Among those factors,Self Brand Consistency is the most influential one on willingness of participation,Social Impact follows next,then Interaction,Perceived Playfulness,Perceived Usefulness and Perceived Ease of Use reduce in a descending order.After thinking through the study result tested by the author,some industrial questions occurred in films'public numbers are revealed reversely and advises based upon that are given blow:(1)Pay close attention to channel users' survey,reaching potential target crowd of different attributes precisely;(2)Create word-of-mouth fermentation,focusing on interpersonal viral transmission;(3)Improve product functions,emphasizing interaction experience explore;(4)Ground in entertainment marketing,meeting the casual needs of users;(5)Return to the content itself,searching for content customization and the creativity of push notifications' form.