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1、AbstractMicro_blogisanemergingsocialmedia，whosefeaturesofreal。tlme，觸卿entationandinteractivityareattractingmoreandmoreusers·BasedonIt,mmandmoreenterprisesbegintoprofitfrommicrobloggingplatform·OnewayIStomakemicro．blogmarketing．Manywell—knownbrandsorcompaniesopenmicro?blogacco吼t，whichisregardedas
2、animportantchannelforpromotingproducts，orshapinglmageofthecomp鄴，．However,themethodsofmicrobloggingmarketingiscurrently11mlted，andtheeffectsofmarketingaredifficulttoevaluate．Manyresearchersstudyontheseproblems．Besides，theempiricalresearchliteraturesonmicrobloggingmarketing玳1ack．a(chǎn)ndonesontherelat
3、ionshipofmicrobbloggingmarketingandpurchasingintentionareless．Thisthesisstudyingtheimpactsmicrobbloggingmarketingonpurchasingintention，hastheoreticalandpracticalsignificance-Thisstudytrystoshowmicrobbloggingmarketingdoesaffectpurchasingintention丘．omtheperspectiveofperceivedvalueandperceivedrisk
4、．Firstly,throughliteratl】rereviewandexpertinterview，extractfivefactorsaffectingmicrobbloggingm砒哦iIl＆includingbrandpopularity,informationquality,marketingactivities，tansinteractionandtheopinionleaders’participation．Then，buildmodelmicrobbloggingm狄池gimpactingpurchasingintention，usingperceivedvalue
5、andperceiVedrisk鵲似ointenIlediatevariables．ThenaccordingtOrelatedmaturityscale，setmeasurementindexesfort11ev碰a：blesanddesignaquestionnaire．Finally,invitingthecolleges觚entsandyoungworkersinChongqingtofillinthequestionnaires，andtOtallyreceived198copiesofvalidquestionnaires．TKsthesisusesSPSS．19tool
6、toanalyzethedata，andweusedreliability、validityanalvsis，co玎elationanalysisandregressionanalysis，andfinallydrawthefollowingconclusions：(1)thefiveextractedmarketingfactorshaveagooddegreeofiInerpretation．(2)theperceivedriskandperceivedvaluehasagoodinterpretatlonotpurchasingintention．(3)theinformati
7、onparticipationhasadirectandsignificantquality,marketingactivities，opinionleaders’impactonpurchasingintention．(4)thebrandpopularityandfansinteractionhassignificantlydirecteffectonperceivedValue·(5)t11e＆msinteractioIl，informationqu
