International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Consumer Purchase Intention Research Based on Social Media Marketing
Maoyan, Zhujunxuan, Sangyang

Based on Social Media Marketing(SMM) environment, this paper discusses the characteristics of consumer purchase intention on Social Media Marketing environment , analyses the main factors of Social Media Marketing affecting consumer purchase intention, that is, the external factors and internal factors perception. By SOR and TAM model combines social media marketing and consumer purchase intention establishes influencing factors model of social media marketing based on consumer purchase intention, and it is verified according to the actual survey. The results show that social media marketing stimulate external factors and then influence the consumer's inner perception factors ,at last, it will affect consumers' purchase intention. Finally, according to the characteristics of the consumer purchase intention based on social media marketing provide decisions and supports for the development of the electronic commerce to provide the reference for the enterprises.

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