A Study On The Factors Affecting The Adoption Intention Of Micro - Letter Marketing

Wechat has become a new way of life. As data shows, Wechat has its users’ number of exceeded 600 million in October 2013, becoming the largest usage’s instant messaging software in China or in Asia. The hot of Wechat has given rise to a new way of network marketing, Wechat Marketing. Wechat sets up a good interactive platform for users and businesses. More and more businesses begin to try using Wechat to create effective marketing models, when the commercial value of Wechat appears. The core of Wechat Marketing is users, and the factors affecting users’ adoption intention of Wechat Marketing become the imminent research problem.This study is a typical empirical research, taking Wechat users as samples, exploring the key factors affecting users’ adoption intention of Wechat Marketing, building a model about influencing factors of users’ adoption intention of Wechat Marketing. First of all, by reviewing the relevant literature about Wechat marketing, network marketing adoption theoretical model and widely applied influencing factors of adoption, it makes TAM and IDT as theoretical basis of the study. And the study variables include Compatibility and Personal Innovation in users’ personal characteristics, Perceived Usefulness, Perceived Easy Of Use and Perceived Entertainment in users’ perception of the network marketing, Network Externality and Interaction in network marketing own characteristics, and Intention Of Adoption. Then it builds the research model and puts forward the research hypothesis. In addition, it completes measurement of the research variables on the basis of referring previous measuring scales, distributes and recovers 700 valid questionnaires, and uses SPSS 18.0 and AMOS 18.0 analyze the collecting effective data to validate the proposed theoretical hypothesis and research model. The results show that seven hypotheses are validated established and that influencing factors of users’ adoption intention of Wechat Marketing are Perceived Usefulness, Network Externality, Interaction, Personal Innovation, Perceived Easy Of Use, Perceived Entertainment and Compatibility in order of influence degree. Finally, it explains the research conclusion one by one in combination with Wechat marketing practice, and provides enlightenment for businesses’ Wechat marketing practices. Besides, research limit is also concerned briefly, and the direction of further research in the future is pointed.