Research On The Influencing Factors Of Consumer Information Adoption Behavior In We-media Marketing

With the popularity of the media,consumers of passive or active in the media platform to collect from the media marketing for commodity information to help in the consumer decision-making behavior is increasingly common,makes the enterprise to the media platform information content fragmentation,the organization form diversification,the transmission speed etc,its marketing focus from traditional media is leaning to the media.At the same time,in the "We Media" platform,the "We Media" accounts in various vertical fields mainly have a highly viscous and stratified fan base,and become the target of enterprises' "We Media" marketing cooperation.However,some consumers have developed resistance to a large number of inefficiently used "We Media" marketing information,which indicates that "We Media" marketing may be overdeveloped or improperly developed.Since the media platform for building and maintenance of good marketing order,help the media,and business development and maintenance of the relationship between consumers and,raise the media marketing effect,in this paper,the influencing factors of consumer information adoption behavior in media marketing to explore analysis,and puts forward practical Suggestions for the media marketing strategy.This paper through the literature review,this paper expatiates on the media marketing and generalization,and adopt in information and the basis of relevant theories,combining with the characteristics of the media marketing,consumer information adoption factors into the main structure dimensions,object dimension and the environmental dimension of three level,main body includes user cognitive level,information literacy,and personal preference,The objects include the credibility of information source,the effectiveness of information organization and advertising incentive,and the environment includes social influence and technological influence.The division and exploration of the influencing factors provide support for the subsequent theoretical model construction.Then,on the basis of the unified theory of technology adoption and use,a model of influencing factors of consumer information adoption in we-media marketing is constructed,and the model is empirically analyzed.At the same time,cross-group analysis is conducted for samples of different genders and whether they have had unpleasant shopping experiences to verify the cross-group effect of the model.Finally,based on the results of path analysis,the marketing strategies of enterprises and "We Media" numbers are provided with reference and suggestions.At present,there are a lot of theoretical researches and theoretical model building on information adoption behavior at home and abroad,but most of them start from the perspective of users themselves as the information subject.Since the media marketing is different from the traditional marketing model,the media and the role of enterprise growing,so in this paper,based on the feature of media marketing,persuade the knowledge of marketing theory,the theoretical model more relevant enterprises and KOL(key opinion leader)and the KOC key opinion(consumers)cooperation since the media marketing way,As well as the actual situation of using advertising incentive to enhance advertising attention and expand the influence,the influencing factors model of consumer information adoption is improved to expand the research on the internal principles of consumer information adoption intention in the field of we-media marketing.On the other hand,it helps enterprises and we-media platforms to better understand consumers' reaction to marketing content and information adoption behavior,so as to help we-media platforms and consumers to establish and maintain a long-term healthy relationship.