Author(s)

Ying Dong

Corresponding Author

Ying Dong

Abstract

With the development of communication technology, the frontier new media such as mobile social network has become a new marketing tool. The effect of mobile social marketing is obvious to all. Based on the persistent use theory of information system, this paper integrates planned behavior and introduces perceived trust behavior according to the characteristics of mobile social network. The diversification of influencing factors of user's willingness to use is a trend. It is clear that the responsibility of each subject for user's information security in social network environment, promotes orientation to significantly and positively affect the user's intention to read, forward and purchase the recommended products. Preventive targeting significantly negatively affects the user's intention to read and purchase recommended products for contact product recommendations. The cognitive trust and emotional trust recommended by the contact positively affect the user's willingness to respond to the product recommendation information; the intimacy and past experience positively affect the cognitive trust and emotional trust recommended by the contact.

Keywords

Mobile social network users, contacts, product recommendation