Research On The Impact Of WeChat Marketing On Consumer Purchasing Decision

With the rapid development of mobile Internet in recent years, more and more new media are being developed and applied to the marketing activities of enterprises. Wechat is regarded as the most popular communication platform. It is of great practical significance to research on how to use Wechat platform to influence consumer decision-making from the perspective of marketing. Meanwhile,It also provides theoretical support for new media marketing.Wechat public platform is regarded as the comprehensive service platform combined the feature of simple and convenient, efficient interactive, accurate and rich. The reason why more and more companies are starting to build their own Wechat platform to promote business philosophy is that Wechat can satisfy consumer’s fine,diversified and personalized needs and greatly enhance consumer satisfaction and the usage rate of consumer. However, low quality content of Wechat and payment security issues has become a problem to be solved in the current Wechat marketing.In a word, how to effectively use Wechat platform to improve the consumer purchase rate becomes the current problems to be solved.The technology acceptance model was first proposed by Davis, which has an important role in the study of the impact of consumer acceptance of the new technology generally accepted by the main factors. However, the impact of other external factors on consumer acceptance and decision making is still lacking. Based on the technology acceptance model and the characteristics of Wechat, this paper extracts five main factors that influence consumer to use Wechat and purchase decision. It is accurate and effective, simple and convenient, highly efficient interactive, content marketing, privacy risk. It used the user perception value as a intervening variable to research its influence on consumer decision-making. And then through the questionnaire and the empirical analysis to determine whether the concept of the establishment of the conceptual model is right.Through empirical analysis,We draw the conclusion that simple and convenient, highly efficient interactive, accurate and effective through the positive impact on consumer perceived practical real and satisfied and other intermediary variables, content marketing through the positive impact of perceived satisfaction to meet the consumer’s decision on clear positive influence. And the consumer’s concern about the privacy risk through the positive impact on consumer perceived risk to consumers’ decision to form a clear negative impact. Based on the result and the Wechat platform, the paper puts forward some methods and suggestions for the Wechat marketing of the enterprise.