| Along with the constantly updating of Internet technology, and the growing popularity of smartphone applications, people living in a world which is translating to mobile Internet era which is very different from the traditional Internet era.As an inevitable product of the era of mobile Internet, WeChat has quickly seized huge user market by virtue of its own advantages, and has become an indispensable part of a large number of people’s life.Nowadays, WeChat’s version is constantly updating, and its function is becoming increasingly perfect, coupled with the huge users, WeChat’s commercial value is increasingly prominent. Marketers are also beginning to realize the infinite value of WeChat marketing, they use WeChat friends’ circle, WeChat Subscription and other ways to expand marketing activities. In theory, WeChat marketing can not only achieve the purpose of traditional marketing on product positioning, quality assurance, customer maintenance requirements, and can also take the advantage of internet thinking to do emotional marketing and experience marketing, which has innate soil. However, WeChat marketing also faces a lot of criticism, more and more users complain the friendship taste in WeChat is becoming more and more light, but the commercial taste is more and more concentrated. Seeing from the development phase of WeChat marketing, the 2016 year has long leaving from the prime of the dividend, consumers become more rational and cautious. The marketing campaign based on purchasing, Shuabing and even fake has been unable to bring greater benefits.Therefore, WeChat has should not be simply regarded as selling channels and tools to make money, the marketing focus should be moved to the brand management and reputation building. At the same time, WeChat marketing also need more scientific theories as support, which is propitious to transfer WeChat marketing from extensive mode to work by the law of marketing. Understanding the consumer’s psychology, building up a good brand image, which will make WeChat marketing more scientific, credible and effective.This paper draws lessons from the theory of brand image, combining with domestic and foreign research on consumer purchase intention, WeChat marketing, and then establishes a conceptual model, puts forward the research hypothesis. In order to test these hypothesis, my study choose an empirical method, just adopting data analysis to carry on the inspection. My paper can be divided into six parts, the content are as follows: The first chapter is introduction; the second chapter is literature review; the third chapter is model construction and hypothesis; the fourth chapter is research design and survey; the fifth chapter is data analysis and statistics; the sixth chapter is the conclusion.After research, this paper draws the following four important conclusions :(1)WeChat’s brand image is not only an important factor affecting the purchase intention of consumers, and also has positive effect on the other two important factors of purchase intention-- behavior attitude and subjective norm, which can not be ignored.(2)In the correlation analysis of the relationship between the five dimensions of WeChat’s brand image and other variables, We find that human factors are the most important influence factors, and the image of the enterprises is the least important influence factors.(3) The nature of WeChat which is social media determines the subjective norm has a significant positive impact on consumer purchase intention;( 4) As for user characteristics, only gender and monthly consumption level of different consumers, whose purchase intention has differences. The above conclusions provide an important reference for marketers to build the brand image of WeChat. |
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