Research on WeChat Business Consumer Purchase Intention

Abstract

Starting from WeChat business consumer shopping behavior model, this paper was discussed the key factors influencing consumer perceived value under various stages of behavior model. On the basis of combination of past literature research and the relevant scholars, experienced WeChat business consumer interviews as a result, from the perspective of consumer behavior model, put forward before the perceived value of the four dependent variable: spread environmental richness and channel relationship, the value of the channel and word of mouth; Then to network consumer behavior theory, transaction cost theory, planned behavior theory, six degrees of separation theory and the long tail theory as the theoretical basis of this study in-depth analysis to explore the perceived value before with the perceived value of three dimension (functional value, emotional value and social value, perceived value, the relationship between the three dimensions are the same as the relationship between the purchase intention, and establishes theory model; Finally, through questionnaire survey and descriptive statistical analysis, reliability and validity analysis and structural equation model analysis, the proposed conceptual model and relevant assumptions are verified. Based on the above research conclusions, this paper was provided suggestions and strategies for traditional WeChat business enterprises to carry out WeChat business marketing, and provides theoretical guidance for the development of social e-commerce, which will help enterprises to better carry out WeChat business marketing activities and promote the healthy and steady development of WeChat business, a social business model.