The Research On The Impact Of Wechat Marketing On Consumers’ Shanring Intention

With the development of Mobile internet and Mobile Intelligent terminal, People are becomingmore and more accustomed to using mobile access networks,mobile Internet will gradually becomethe main force of the future of the Internet，Wireless terminal marketing begins to rise gradually.From the network marketing level, Consumers are becoming more active, which is not only theinformation of the receiver, but can also be the information transfer and sharer, which is thepotential of wireless terminal marketing. Wechat was launched in early2011by Tencent company,which is an instant messaging software based on local phone directory, and is already has more than500million registered users. Wechat public platform is tencent in micro letter original function onthe basis of new functional modules in the direction of social media, by which companies can pushincluding text, images, voice, video and multimedia information, including graphic to subscribers.And this is also the main means for companies to develop Wechat marketing.This paper takes the Wechat as research platform, the users of Wechat as the objectives, viadepth interview to get the five factors of influence enterprise Wechat marketing firstly, and addconsumer cognitive attitude and affective attitude as the intermediate variables, and then takeadvantage of empirical research methods to explore the impact of enterprise marketing on consumersharing intention. Statistics analysis software SPSS17.0and AMOS17.0was applied to deal withthe survey data. From investigation we come to the following conclusions:(1) Eventually what this paper obtains the factors of influences of consumers sharing intentionconsist of information quality, push frequency, amount of information, information innovation andinformation content. Factor analysis results support distinguish of these five factors and show thatthese five factors have good explanatory power.(2) Data analysis results do not support information quality and the amount of information havea significant impact on consumers’ Cognitive attitude, and also information content andamount of information have a significant impact on consumers’ sharing intention. However, theremaining13hypotheses are supported.(3) Consumers’ Cognitive attitude and Affective attitude have a significant impact onconsumers’sharing intention of the information push by the enterprises on Wechat.