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.