Author(s)

Yuan Liu

Corresponding Author

Yuan Liu

Abstract

The aim of this study is to investigate the correlation between community marketing (CM) and consumers' purchase intention (CPI), employing an empirical approach based on the Technology Acceptance Model (TAM). Data were collected via questionnaires from 500 social media users and analyzed using regression analysis and mediation effect testing. The findings reveal that perceived usefulness and perceived ease of use significantly influence purchase intention. Moreover, external factors such as product information characteristics (PIC), community environment characteristics (CEC), community advertising information characteristics (CAIC), and consumer personal characteristics (CPC) also positively impact purchase intention. Furthermore, trust serves as an intermediary between perceived usefulness, perceived ease of use, and purchase intention. These results not only enhance the application of the TAM model in the realm of social media marketing but also offer practical insights for enterprises in formulating CM strategies.

Keywords

TAM Mode; Empirical Study; Community Marketing; Consumers' Purchase Intention