| Wechat is a support for sending voice messages, videos, pictures, and text can group chatinstant messaging mobile application software. From2011, Wechat with its diversecapabilities and strong social relationships chain attracted a large number of users, now hasmore than600million. Such a large base of mobile Internet users, it is bound to bringbusiness opportunities. For such entertainment tool, people are generally not spend time toplay at any time, mostly at dinner or in the car, the use of fragments of time using Wechat.And the college students have time to play Wechat. As the digital generation, the socialgeneration, they are curious, easy to accept new things, and keen to SNS, online shopping andshopping to share. Why college students use Wechat is important for the business.Based on the existing papers, I summarize the model for the students’ acceptance ofwechat. Based on the technology acceptance model, model added the trust and privacyconcerns variables, and select the Xinjiang Engineering college students for the study. UsingSPSS17.0and AMOS17.0for statistical analysis, including descriptive statistics analysis,reliability and validity analysis, factor analysis and structural equation analysis, the followingconclusions:First of all, In the Internet era, the theory of rational behavior and technology acceptancemodel to study mobile social platform-the use of Wechat acceptance is appropriate.Secondly, Perceived ease of use, perceived usefulness and trust has the positive influenceof the acceptance.Thirdly, the privacy concerns have negative effect on the willingness to use Wechat.At last, according to the results for the enterprises to implement precision targetedmarketing made recommendations.The main innovation of this paper is standing on thewechat marketing perspective to think about the college students’ intentions to buy something.Through empirical analysis for enterprise Wechat marketing provides some referencesuggestions. |
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