An Mediated Effect Analysis of Purchasing Intention Under Social Media——from the Chinese Motion Industry

Abstract

In recent years, with the development of online social media and motion industry, online social media has more and more influence on movie marketing. How to improve consumers' purchase intention and purchase behavior through social media has been becoming a research hotspot among the scholars. Based on the Chinese market movie data from the product information, marketing interactive information, internet word-of-mouth, respectively, to verify the intermediary role of purchase intention, and then put forward the corresponding film marketing strategies according to the empirical results. The results showed that there was significantly positively correlated between the online word-of-mouth, marketing interactive information and purchase intention, among which the number of comments and topics had the greatest influence on purchase intention. In addition, the purchase intention could significantly affect the purchase behavior, verifying the purchase intention played a partial intermediary role in the overall consumption decision.