Research On The Impact Of Social Media Knowledge Sharing On Consumers' Willingness To Purchase

Micro-blog, WeChat and other social media platform attract a large number of users to participate, greatly affected the behavior of consumers, and gave birth to a new business model. In the social business environment, consumer demand and perception continue to change. Enterprise traditional marketing has more and more difficult to attract consumers. On the contrary, the exchange and sharing among consumers in the social media platform greatly affected the purchase intention of consumers. In particular, when information sharings on a social media platform is friends or relatives, the consumer tends to have greater trust and further influence their purchase behavior. Therefore,this study explores the impact of social media knowledge sharing on consumer purchase intention and the mediating role of consumer perceived value.With the WeChat as the research platform, this study collects effective questionnaires by using the methods of questionnaires , this study uses SPSS 19.0 and AMOS20.0 statistical methods, such as descriptive statistic analysis, reliability and validity test, correlation analysis, and regression analysis to research the effect of independent variable (social media knowledge sharing) on dependent variable(consumers' purchase intention ) and see perceived value as a moderator to study the role of perceived value in social media knowledge sharing to consumers' purchase intention.The study finds that: Knowledge sharings, knowledge sharing behavior and shared knowledge quality have a significant positive impact on perceived value;consumer perceived value positively affects consumers' purchase intention; the knowledge sharing subject and shared knowledge quality have a significant positive effect on the purchase intention , while knowledge sharing behavior has no such impact ;consumer perceived value plays a complete mediating role in the effect of knowledge sharings on consumers' purchase intention; consumer perceived value playing no mediating role in the knowledge sharing behaviors influencing the purchase intention ; consumer perceived value plays a part intermediary role in the impact of the quality of knowledge sharing on consumers' purchase intention.Based on the research conclusions, this paper proposes the following marketing recommendations: First, enterprises should correctly use social media, as a platform to promote the product and service information. Enterprises should pay attention to the subject of knowledge sharing and the quality of information to share, improve the consumer perceived value, and promote the purchase intention of consumers when they share the product or service information. Second, enterprises should strengthen communication with consumers, to encourage consumers to share their experience,improve consumer perceived value, enhance consumer willingness to buy. Third,enterprises should strengthen the relationship with consumers intensity, cultivate consumer loyalty to the enterprise. And, make full use of consumer relations network for relationship marketing, improve marketing effectiveness.