User Retransmission On Micro Business Advertising

This paper is concentrated on User re-transmission on Micro Business Advertising.Micro Business is one of the on heating topic considered with its high participation,efficiency and convenience in mobile commerce.With the difference between content,the advertisement of Micro Business posted on Moment for Wechat,Weibo for Sina,and QQ Space for Tencent triggers the user conduct no longer the same.On studying this thesis,the object of this paper based on the most widely used platform Wechat Moment.Reference from previous research and report,the analytic result focuses on two main factor: interesting and positive contents.Combined with other in-depth interview or research with different angles,this paper collate six factors into Specialty content,Discount,Positive content,Controversy content,Practicality content and interesting content.On understanding different Model used for different research related to this paper,on basis of behavior model applied,the author attempt to find the feasibility of the innovative point by research taken in this paper.Survey and Data Analysis by SPSS applied in this paper from Literature Review,Qualitative Interview,and Quantitative Research.In Literature Review part,the author collates thesis and principles on Micro business,Mobile Advertising and Word-of-Mouth.On inducing these staple articles,the author defined the target of this paper with the certain platform.Contents and conclusion in certain articles are the basis of the following article as well as the theoretical foundation.In Qualitative Research part,the author approaches 20 participants by specific interview.The author raises 5-10 questions for each participant on related topic with the aim of but no lengths to understand the attitude of user on receiving Micro Business Advertisement.In Quantitative Research part,the author designs the structure of the certain questionnaire with several topics and complex information after well understanding the background of this research.With the benefit of internship in Weidian(??),the author pushes an questionnaire to the directional group within 200 user via database and get 185 pieces answered completely and effectively in return.This paper is an expanding on factors of word-of-mouth model as well as an innovative research.In this field results from the author finds that specialty and interest is related to re-transmission.From the conclusion and in-depth discussion,the author raised enhancement for micro business advertising which is theoretically and practically useful for micro business.To concluded that this paper focused on User behavior especially their choice for re-transmission on Micro Business Advertising based on Wechat Moment.