Research On Wechat Marketing Of Chinese Garment Enterprises Based On UTAUT Model

Under the background of the rapidly popularity of smart phones,people can use smart phones anytime.Smart phones,which carry various kinds of apps,are used widely.We Chat is one of the most striking apps and the number of users is over 600 million,which become users? chasing development platform.This thesis takes garment enterprises as the research object, analyzes the present situation and the significance and the model of We Chat development of the garment enterprises and analyzes the attitude and behavior of We Chat marketing users based on the UTAUT model.Through the SPSS of the sample,the reliability analysis,validity analysis and correlation analysis were carried out.The users are willing to buy clothes by performance expectations,and strive to expectations,the impact,the impact of social information quality and perceived risk,as the basis for future development of Chinese garment enterprises.Conclusions of this paper for the development of We Chat marketing garment enterprises to provide the theoretical basis,and make suggestions and comments.This article hopes to explore the direction and trend of the future development of garment enterprises through We Chat status quo at this stage of development,and to take a variety of means of We Chat marketing for the garment enterprises to make them more accurately meeting customers? needs.