The Influence Of Enterprise Wechat Marketing User Stickiness

We Chat is currently the most popular instant messaging tools. With the development of We Chat, We Chat marketing also began to develop gradually, We Chat marketing has more precise and privacy than micro-blog marketing characteristics, and therefore favored by the enterprise, and become a new marketing territory.Whether in the traditional environment or in the Internet environment, the purpose and core of corporate marketing is to establish and maintain a lasting customer relationship. Traditional business environment, between the enterprise and the customer only through intermediaries contact, not timely and accurate access to information, and in Internet environment, enterprises can directly and customer contact, can be more close contact with customers. But there are also some disadvantages, the customer can choose to lead the customer is difficult to concentrate in an enterprise, reduce customer loyalty, it is difficult to develop and cultivate customer loyalty. The rapid development of mobile Internet, Internet shopping by birth people transfer the PC to the mobile terminal. We Chat with its large user base and We Chat ecological diversity, the mobile Internet has become the new darling of shopping, more and more enterprises will be attention to micro channel marketing, micro channel marketing also continuously by consumers to understand. Many experts think that micro channel is a strong promoter of a new generation of marketing, more and more enterprises spend a lot of manpower, material and financial resources to participate in the micro channel marketing, through the micro channel communication with consumers, affect consumer behavior. But in the academic field, the research of We Chat marketing is not mature enough, mainly concentrated in the development of We Chat, the problem of the marketing research and strategy suggestions, little empirical research, and empirical research mostly concentrated in the customer purchase intention and purchase behavior and the influencing factors of, for micro letter users of enterprise micro channel viscous effect factors of marketing research is scarce. This paper attempts to explore the enterprise in the process of marketing in We Chat influence factors that affect the formation of We Chat user stickiness, and provide relevant theoretical and practical reference for enterprise We Chat marketing to attract and retain customers.In this paper, first of all, We Chat and We Chat marketing related theory and sticky theory related to elaborate, combing the relevant research literature. Secondly, the consumer acceptance model and the Expectation Confirmation model are introduced, and combined with the characteristics of We Chat marketing and the related factors, the influence factors model of We Chat’s marketing for We Chat users is constructed. On the basis of the scholars’ measurement of the variables, the scale of the research is developed. Through the network platform for the questionnaire issued, to collect the data by SPSS and Amos 17.0 statistical analysis software for empirical analysis, and according to the results of the analysis are discussed, and to put forward some opinions and suggestions. Through the research conclusions of this paper, it is proved that the EECM-ISC model is still applicable to the study of the continuous use of the model in the field of marketing research. We Chat User perceived quality, trust, overall satisfaction impact on continuance intention and user stickiness, flow experience of the overall satisfaction impact but does not have a direct impact on continuance usage intention, subjective norm directly on continuance usage intention influence habits can have a direct impact on user stickiness.