Empirical study on influence factors of adaption intention of online customized marketing system in China

Abstract

This paper studies the influence factors and the influence mechanism which effect adoption intention of online customized marketing system, which is based on TRI model and the theory of resistance to marketing persuasion as the main framework of the research model from two aspects of technical and marketing characteristics. According to empirical study based on 303 Chinese users, we found that the user’s optimism, creativity and system inadaptability directly influence on the adoption intention in terms of technology attribution, marketing supply appeal, marketing supply fitness, perceived controlling and perceived pressure influence on the adoption intention in terms of marketing attribute, meanwhile, recommendation fitness are influenced by customized label, customized participation and explanation of recommendation. Marketing supply attractiveness is influenced by product attributes, novelty and form of customized supply. And users’ concern about security of system has no significant influence on users’ adoption of online customized marketing system. The people at different education are different significantly in their adaption attention. Finally management suggestion for operators was given.