| 摘要: |
| 大数据精准营销不仅给消费者带来了便利，也带来了垃圾信息、无用信息。大数据精准营销信息推送的后果并不是所有接触到企业精准营销信息的消费者都会接受并采取购买产品的行动。因此，找出消费者对大数据精准营销接受意愿的影响因素对于企业提高大数据精准营销效率有参考价值。本文整合UTAUT模型与4C理论为框架，结合大数据精准营销的特征，归纳了消费者对企业大数据精准营销的接受意愿影响因素：绩效期望、努力期望、社会影响、感知成本、基于消费者需求和期望的信息、在线沟通。在此基础上，为企业有效开展大数据精准营销提出了对策。 |
| 关键词: 消费者 接受意愿 互联营销 大数据精准营销 UTAUT 4C理论 |
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| Analysis of Impacting Factors of Consumers'Willingness to Accept Precise Marketing of Big Data：Based on Integrated UTAUT Model and 4C Theory |
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SHI Fen
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| Abstract: |
| The big data precision marketing not only brings convenience to consumers，but also brings garbage information and useless information.The consequence of the information push of enterprise big data precision marketing is that not all consumers who have access to accurate marketing information will accept and take action to buy products.Therefore，finding out the influencing factors of consumers' acceptance intention of big data precision marketing has a reference value for enterprises to improve the accuracy of big data precision marketing.With the integrated UTAUT model and 4C theory as the framework，combined with the characteristics of the precise marketing of big data，the factors that affect the consumer's willingness to accept the precise marketing of big data are summed up：performance expectation，effort expectation，social impact，perceived cost，information based on consumer demand and expectation，and online communication.On this basis，countermeasures for effective precise marketing of big data are put forward. |
| Key words: consumer acceptance will internet marketing precise marketing of the big data UTAUT 4C theory |
