| Weixin The growing scale of Internet users,the popularity of the Internet and smart phones,like a sprawling net red,is filling our lives.The number of users of micro-blog is mostly Pang makes attention to micro-blog's attitude showed rising,especially the net red.The economic benefit of the net red has become an important new economic force.By introducing the development of net red era,this paper leads the hottest era of net red3,and analyzes the influence of net red economy on consumers' attitude in this era.Finally,it makes suggestions for the development of net red and the effective combination of business and marketing.In this paper,the owner of the red taobao.com as the research object,the model of "SICAS model" and the ABC theory analysis of consumer attitudes to online consumer behavior,attitude from known attitude,affective attitude and consumer behavior cognition(purchase intention)three dimensions to build micro-blog marketing influence factor on the audience consumption attitude model,impact factor analysis the micro-blog marketing.First,combining the findings of previous scholars and small-scale face to face interviews,we identified six major influencing factors: content relevance,net red effect,award forwarding,brand influence,interaction and commentary.After the initial research results,the impact relationship model was corrected for the first time.In addition to the above six factors,new exposure factor was used to detect the effect of micro-blog's publishing frequency,and the final seven factors were assumed.The reliability,validity,correlation and regression analysis of sample data were conducted by SPSS21.0,and the empirical results were analyzed from the perspective of communication and psychology.Research shows that:(1)the red net effect,brand influence,comments on the three variables and consumer cognition,emotion and consumer purchase intention and have a positive correlation;(2)the interaction factor through consumption cognition,consumption emotion indirectly affect the purchase intention;(3)exposure and consumer purchase intention has a positive emotion,related,but there is a positive correlation between cognition and consumption;(4)the content correlation can only change the audience consumer awareness,there was no positive correlation with consumption emotion and purchase intention.In addition,(5)prize forwarding factorand consumer cognition,emotion,consumer willingness to buy all three related weak,no significant positive correlation,then the effect of eliminating in the final model.Finally,based on the comprehensive research results,aiming at the development trend of net red,we put forward relevant coping strategies,such as creating red IP,professional team operation,interaction,effectively improving customer stickiness,platform and focus platform strategy. |
