| Wechat,developed by Tencent Company in 2011, is a mobile APP which serves for chatting and it supports to send messages instantly.After over four years’ continuous development and perfection, the functions of Wechat mainly consist of communication,payment and entertainment, which attracted about 600 million registered users all around the world. Especially,Wechat e-commerce, makes full use of Wechat’s these functions and plenty of users,has formed a network platform for marketing and promotion,and its success mainly benefits from the "one to one, interaction”strategy of marketing, which is more private and pertinent than other media. At the same time, with the sharp development of mobile Internet and smart phones, mobile e-commerce market has been experiencing explosive growth,resulting in more and more businessmen utilizing Wechat platform for brand promotion and product marketing.Therefore,thanks to its unparalleled ways of marketing,we can concluded that Wechat e-commerce would be a great breakthrough in the history of marketing. However,because of the fact that lacking existing literature about empirical researches on Wechat e-commerce,today,more and more Taobao sellers opening Wechat,this paper’s general analysis of the impact of Wechat e-commerce on consumer behaviors may has theoretical and practical significance.Combined with the actual situation of China’s online shopping market, this paper aims to analyzing what precisely influencing the efficiency of Wechat e-commerce as well as inspecting these factors’ effectiveness and their own contribution. By conducting small-scale interviews and questionnaires to get the sample, and then using SPSS to statistically analyzing the data, I put forward several suggestions and countermeasures about promoting consumers’ purchase, in order to providing some guidances for small and micro sellers. Main conclusions are as follows:(1)Knowing that the sensory evaluation, information’s quality and promotion are main three factors contributed to Wechat e-commerce.Only the information’s quality and promotion,shown in the regression equation,have a significant relationship with consumer attitudes and purchase behaviors.However,the information quality’s influence on consumer attitudes is more important than the promotional activities, so do the promotional activities’ on purchase behaviors than information quality.What’s more,the consumers’ perceptional evaluation to sellers indirectly other than directly influence the attitude and purchase behaviors,mainly through We Chat’s marketing,which is the precondition to attract consumers’ attention.It is because the information’s quality reflects the professional businesses and determines consumer’s understanding of the products.In addition,promotional activities help to enhance consumers’ price sensitive level and lower the actual purchase cost, which encourage consumers to make purchase decision.(2)Knowing that the consumers’ attitudes toward sellers(cognitive attitudes, emotional attitudes and behavior attitudes) will affect the final purchase behavior.Therefore,sellers need to take corresponding measures to improve consumers’ cognition about products and sellers themselves, and then establish emotional bond between products, sellers and consumers.Only by these ways,can sellers effectively improve the purchase rate.(3)Knowing that various demographic characteristics, such as gender, age and level of monthly consumption,have diverse influences upon We Chat e-commerce,consumers’ attitudes and purchase behaviors.Specificly,gender has no significant effect on We Chat e-commerce,but has a significant effect on consumer attitudes and purchase behaviors; age has no significant effect on We Chat e-commerce and purchase behaviors, but has a significant effect on consumer attitudes; monthly consumption level has no significant influence on We Chat e-commerce and consumer attitudes, but has significant effect on the purchase behaviors. |
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