Abstract
Based on the development of digital technology and the popularity of smartphones, the purpose of this study is to analyze the influence of SNS marketing characteristics on Chinese conscious enterprises. Based on the theoretical background, model and hypothesis of the study, 426 questionnaires were distributed to consumers who lived in China from July 3, 2023 to August 16, 2023. The data collected in this study were analyzed by SPSS25.0 statistical program, and the results were verified according to the significant level of frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, multiple regression analysis and mediated effect analysis. As a result of the hypothesis verification, the influence relationship between SNS marketing characteristics, trust, technology acceptance intentions, and repurchase intentions all had a significant impact, and trust showed a media effect. Therefore, companies should study and explore marketing strategies that take into account consumers' various tendencies based on SNS characteristics, positively affect consumer confidence and corporate performance, and make more efforts to communicate with consumers.
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