| At present,people are no longer limited to reading paper books.Compared with reading paper books,e-books are welcomed by readers for their convenience.Migu reading e-books,as one of the reading platform,depending on its unique advantage to give readers a good reading experience,the company has brought considerable operating income to China Mobile Mobile Digital Media Co.,Ltd.however,except Migu reading,there are lots of platform,therefore Migu reading is facing great competition pressure.How to achieve the outstanding sales performance in the fierce market competition is the biggest difficulty it faces,so it is necessary to study the purchase intention of Migu reading e-book.At present,as one of the representatives of the new social media,weibo has become an important platform for readers to obtain information,and the effect of using microblog to promote e-books is remarkable.It is a urgent problemthat Migu reading official microblog platform how to give full play to the interactive advantages of weibo and attract readers to buy Migu to read e-books.Therefore,this paper takes Migu as the research object,conducts research from the perspective of micro-blog interaction,and discusses the influence of microblog interaction on Migu reading e-book purchase intention.Based on the technology acceptance model and the theory of perceived value,ths paper combines the characteristics of Migu reading e-books,build the microblogging interaction and the relationship among perceived value and purchase intention of readers of the model.Thispaper divides micro-blog interaction into two dimensions: human-computer interactions and interpersonal interactions.It divides perceived values into functional,emotional,and social values,including function value measured by perceived usefulness and perceived ease ofuse,emotional value measured by a refreshing experience,social value measured by trust and social norms,and on this basis,research hypotheses are proposed.In this paper,Migu readingebook reader are taken as investigation object,and the data is acquired by combining onlineand offline methods.The data analysis software SPSS22.0 and AMOS22.0 are used for analysis and the following conclusions are obtained: weibo interaction will positively influenceperceived value,interpersonal interaction first into the regression equation of perceived value,which shows that interpersonal interaction has a greater impact on the perceived value of readers than human-computer interaction,followed by human-computer interaction;Perceived value in each dimension directly affect readers' willingness to buy,among them,the first to enter the equation of purchase will be the social value,followed by the function value,indicating that it has the greatest influence on the purchase intention,and at last the emotional value;Among the dimensions of Weibo interaction,human-computer interaction and interpersonal interactions positively influence purchase intentions,and interpersonal interactions first enter the regression equation of purchase intentions,indicating that they have the greatest influence on people's willingness to buy,and followed by human-computer interaction.Basedon the above analysis,this study proposes the following for Migu reading official microblog: implementing diversified interactive marketing strategies to improve readers' functional value;Find new selling points to improve the reader's emotional value;Be careful feedback and supervision mechanism is to improve the social value of users;Establish and improve the fan management mechanism to improve the readers' perceived value,so as to effectively enhance the readers' purchasing intention. |
PDF Full Text Request