The Research Of Influencing Factors On Wechat Monments's Meseages Forwarding Intentuion

Wechat,which has more than 600 million active users,has been an important position for enterprises to develop mobile marketing.For enterprises,it's not only the CRM tool,but also an important means to develop brand activities.What's more,the messages's forwarding on the Wechat's moments must be the key aspects.The study of influencing facts on messages's forwarding will guide the enterprises's Wechat Marketing and fill in the blanks of the theoretical research about Wechat.Therefore,this paper carded a large number of domestic and foreign literatures and analyzed the feature both of the messeages's content and the interpersonal relationship about Wechat.Ultimately,basing on Convincing Theory this paper constructed a theoretical model of influencing factors on Wechat Moments's messages forwarding intention,which contains information characteristic,the promulgator characteristic,forwarding motivation and perceived risking.And Put forword therelationships between variables basing on the theoretical model.This paper found these conclusions through analysising data of 304 valid questionnaires.Firstly,the promulgator characteristic,which contains expertise,dependability and relationship,has significant positive effect on information characteristic,forwarding motivation and forwarding intention.Secondly,the information characteristic,which contains enjoyment,vitality,practicability and interactivity,has significant positive effect on forwarding motivation.And the enjoyment has the maximum impact.Otherwise,the information characteristic has significant Negative effect on perceived risking.Thirdly,the perceived risking influences the forwarding intention throuth the forwarding motivation's mediating effect.Fourthly,the forwarding motivation,which contains information motivation,social belonging motivation,social motivation and the entertainment motivation,has significant positive effect on forwarding intention.In the end,this paper Made policy recommendations for enterprises's Wechat Marketing,which contained the using of interpersonal relationship on Wechat,building quality content,making best used of Html5,avoiding sensitive content and so on.