Abstract: As a result of the push of accurate marketing information of big data, not all consumers who have access to the accurate marketing information of enterprises will accept and take actions to buy products.Therefore, finding out the factors influencing 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, this paper proposes six research hypotheses based on the characteristics of big data precision marketing, and carries out data collection by means of questionnaire survey.Then, it uses SPSS23.0 to describe statistics and test reliability, and uses AMOS23.0 to analyze confirmatory factor and structural equation model. The results show that performance expectation, information based on consumers' demand and expectation, and online communication will affect the consumer's willingness to accept the precise marketing of big data; effort expectation, social impact and perceived cost do not affect consumers' willingness to accept the precise marketing of enterprise big data. On this basis, this paper puts forward some countermeasures for effective marketing of big data.