Effect of Commitment and Trust towards Micro-blogs on Consumer Behavioral Intention: A Relationship Marketing Perspective.

Abstract

The purpose of this study is to explore consumers’ views on enterprises conducting relationship marketing through micro-blogging. The basis of this study is the base on commitment-trust theory with the influences of consumers’ satisfaction with the micro-blog page of enterprises, corporate images, commitment, trust, and sense of community on consumers’ behavioral intention. The result of this study can be used as principles for enterprises to manage their relationship marketing through micro-blogging and construct their micro-blog page. The result of this study shows that consumers’ satisfaction has positive influences on commitment, trust, sense of community, and behavioral intentions. The influences of corporate images on commitment and trust are supported, but the influences on behavioral intentions must go through the mediators, commitment and trust. The influences of trust on commitment and sense of community exist, but the influences on behavioral intentions must go through the mediators, commitment and sense of community. Lastly, the influences of commitment and sense of community on behavioral intentions exist.

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