Effects of Fashion Company's Marketing Activities Using Micro-blogging Services on Chinese Consumer's Attitude toward Company and Purchase Intention

Abstract

The purpose of this research is to investigate the effects of fashion companies’micro-blogging marketing activities on Chinese consumer attitudes and purchasingintentions. In this research, the technology acceptance model (TAM) was used as theresearch framework, and innovativeness, self-efficacy, and perceived enjoyment variableswere included in the model. Through an online survey, 195 respondents participated in thisstudy. The results were as follows: fashion innovation and self-efficacy have a significantpositive effect on perceived usefulness, as well as ease of use. These two factors have asignificant positive effect on perceived enjoyment. Furthermore, and most significantly, thisperceived enjoyment has a significant effect on the consumer’s attitude toward thecompany, and intention to purchase the fashion company’s products.