Research Customer Purchasing Intention Based On The Wechat Marketing

We Chat get dramatically development in fewer four years. It has been becoming another successful social tool. Wechat pushing information in large scale, interacting one on one, developing diversified and smart reply, all these functions offer a new direction for enterprise marketing. Therefore, Wechat marketing has become a strategically important marketing model, especially changed the traditional mode of communication, and brings to changes of marketing idea and practice.However, now most of the researches in the field of new media marketing are still remain the micro blog marketing, Lacking of in depth research for just the raise of Wechat marketing, Generally these exiting studies are qualitative analysis by using more marketing theory, there is little use quantitative method to research Wechat marketing impact on customer purchase intention.Firstly, analyzed and summarized the research status in micro-channel marketing and customer willingness, find the entry point of the study. Secondly, defined measurement of this study about purchase intention through the analysis of relevant theory of purchasing behavior and combining micro-channel marketing features, and then build a conceptual model of the study, and finally explore micro-channel marketing in four ways impact on customers purchase intention through questionnaires empirical analysis.The first chapter Mainly elaborates research background, significance, and resoures and so on. The second chapter summarized the latest research situation on Wechat, analyzes the purchase intention and behavior of the relevant theoretical basis at home abroad. The third chapter is taking four modes of Wechat marketing as driving factors of the intermediate variables, and then built conceptual model based on the relationship between independent variables and intermediate variables and customer purchase intention, and then put forward the research hypothesis in this paper. The fourth chapter is confirm the projects of measurement variable and form questionnaire with these variables influenced by factors in the model as a starting point.The fifth chapter is do descriptive statistical analysis on the sample, and then carries on the reliability and validity, exploratory factor analysis and the correlation analysis the regression analysis to verify this theory model and research hypothesis.The sixth chapter is about the research conclusion and marketing advice.The results show that the perceived economic value of perception variables affects customers purchase intention most significantly, brand marketing impacts on customers’ perceived value, perceived interest and purchase intention most significantly.Perceived economic value of the percepyion variable impacts on the customers’ purchase intention most significantly, The other three marketing methods are not directly impact customers’ purchase intention and other conclusions.