Marketing Effect Differences And Its Influencing Factors Between Brand Public Accounts And Non-brand Public Accounts Of Wechat

With the development of network technology,the development of mobile communication technology and the popularity of mobile intelligent terminal,the we-media develops rapidly.August 23,2012,WeChat public platform was on the line.With its unique advantages,it rapidly replaced micro-blog,and.became the most mainstream we-media platform.A large number of content producers with continuous high quality production capacity began to shift to the WeChat public platform,because there are better creative environment,more effective channels,and more loyal and manageable fans.These also make this part of the WeChat public accounts gain marketing value.For companies,the WeChat public platform is a good channel to display products or services,carry out promotional activities,get precise user.It gives the companies new possibilities to interact with users and sell goods.So far,most companies have their own WeChat public accounts.Therefore,this study divides the WeChat public accounts into two categories.One is the brand public account of WeChat.It is registered by the companies,for the purpose of pushing the brand's product or service information,promotion and other marketing information.Most of them are the WeChat service accounts and a small number of the WeChat subscription accounts.The other is non-brand public account of WeChat.It is registered by individuals,organizations or companies,for the purpose of pushing information,entertainment content or other kinds of content.This paper studied the difference between the two kinds of WeChat public accounts,and the influence of information characteristics and consumer decision-making style.This study combines literature research,in-depth interviews and questionnaires.This study form the basic research ideas and selected two kinds of influencing factors:information characteristics and consumer decision-making style through literature research and in-depth interviews.Then,the data of 469 college students were obtained by questionnaire,and the data were analyzed by SPSS23.0 software.The research findings shows that compared to the band public accounts of WeChat,non-brand public accounts of WeChat are more likely to become an opinion leader,more likely to be trusted,more likely to stimulate the consumers' purchase intention.The role of the opinion leader has the significant Mediating Effect on the relationship between the types of the WeChat public accounts and the trust.The trust has the significant Mediating Effect on the relationship between the role of the opinion leader and the purchase intention.The intermediary chain of the role of the opinion leader-the trust has the significant Mediating Effect on the relationship between the types of the WeChat public accounts and the purchase intention.The characteristics of information has the significant Moderating Effect on the relationship between the role of the opinion leader and the trust.The professionalism of the information,the interactivity of the information,the novelty or interest of the information all have the significant Moderating Effect on the relationship between the role of the opinion leader and the trust.The consumer decision-making style has the significant Moderating Effect on the relationship between the types of the WeChat public accounts and the role of the opinion leader,at the same time it has the significant Moderating Effect on the relationship between the role of the opinion leader and the trust.