The Influence of Online Social Marketing Behavior on Consumers' Purchase Intention

Abstract

The development of mobile social e-commerce in China is not smooth, and the marketing behavior of social marketers is a key factor to the success of social marketing. In this study, data were collected by questionnaire survey, and the collected data were processed by SPSS19.0 software. On the surface, goodwill trust and capability trust have a positive impact on consumers' purchase intention, and goodwill trust has the biggest impact. Relationship maintenance and marketing information sharing positively affect customer trust. The innovation of this paper lies in the new exploration of how social marketing behaviors affect consumers' purchase intention, and the research has achieved certain results.