Research On The Sharing Of Consumption In WeChat's Moments

Social transition and transformation have changed the space-time relations of the traditional society, liberated the constraint of physical space, and had deep influence on people's social values, living and producing style, cultural-psychological formation and the interactive mode of communication. In the New Troika of contemporary society, new consumption is the key to the economic transition. Meanwhile, new media, represented by WeChat, is the innovation channel and the realization approach to new consumption. Thus, as one of the most popular mobile social applications,WeChat is undoubtedly a subject of high research value.WeChat's Moments has formed an unique ecological environment in which general public, brand enterprises and individual merchants exist and enliven.Interestingly, most of them have a comm on behavioral characteristic: share. The sharing of personal life comes out of no motivation, however, sharing of consumption is with high research value from a position of marketing. Taking the above circumstances into consideration, this paper choose the young sharer in WeChat's Moments as the study target, aiming at exploring this phenomenon's causes and effects through analyzing the content, forms and situations of the shared information.Generally speaking, the emphasis of this paper lies in two main parts: the content analysis of the sharing of consumption in WeChat's Moments and the explanation of these laws and the effects of this behavior. The first part concludes the characteristics of the content, forms, and situations of the sharers' messages by content analysis. In the second part, this paper first uses Erving Goffman's Dramaturgical Theory to explain the reason of this phenomena from individual's perspective-- the generation and consumption of self-image. Then comes to its effects on social culture-- give an impetus to consumerism culture and circle culture. Finally, from the perspective of businessmen, this paper try to put forward some advice on WeChat's way ofmarketing from the content, the form, and the situation of sharing of consumption,namely, story-telling marketing, sensory marketing and word-of-mouth marketing, in order to provide reference to WeChat's future development.