The Effects On Taobao Celebrities Micro-blog Marketing To Consumption Attitude

2016 is called as the ‘Net Star' year.The hidden business value of the Stars,is being watched by investors for the first time.Weibo still works as the best social platform for the rising Stars.In various kinds of Stars,who established own online shop,which plays extraordinary parts in the economic model of data to cash.The cooperation of Alibaba and Sina,pushing the in-depth cooperation in the fields of account interoperability,online payment,network marketing,etc.Billions of consumers,effective interactive socialization e-commerce model,was born.This paper is study on the‘Net Stars' who has theirs Taobao shop as the objects,explore the influence factors of their Weibo marketing.Based on consumer behavior analysis model ‘AISAS model' and ABC consumptive attitude theory,build the Weibo marketing influence factors influence to the consumptive attitude of audience.The sample data was dealt with SPSS21.0.The results are analyzed from the angle of communication study,psychology and etc,to give some advices for the development of the Stars.Combining the results of previous scholars and small-scale face to face depth interviews,six impact factors are identified,content relevance,personal charisma,promotion running,brand influence,interaction and comments.After the preliminary investigation,the influence model was modified for the first time,besides the six factors above,add the ‘activity' factor to detect the influence of the frequency of Weibo.Resulting to assumption seven factors below,content relevance,personal charisma,promotion running,brand influence,interaction,comments and activity.Analyzing from three dimensionality,the cognitive attitude,affective attitude and consumer behavior attitude,which based on ABC attitude model.The study shows that the three factors,personal charisma,brand influence and comments,have the most direct influence on the audience's consumer awareness,consumer affection,purchase intention with a positive correlation.Interaction factor affects the purchase intention indirectly effect the impact on the consumer awareness and the consumption affection.The activity has a positive correlation with the consumption affection and the purchase intention,but no positive correlation with the consumption awareness.The content relevance can only change the audience's consumer awareness,but no positive correlation with the consumer affection and the purchase intention.In addition,the promotion running factor has a weak correlation with the consumer awareness,the consumer affection and the purchase intention,which can be regarded as no significant positive correlation,so it is removed from the final influence model.Finally,based on the research results,aiming at the development trend of the Net Stars,four directions of the countermeasures are proposed respectively,branding of Net Stars,specialization of operation,affectionateness towards customer and centralization of platform.