Research On Influence Of User's Recommendation To Consumer's Purchasing Intention Under The WeChat Platform

With the rapid development of the technology of social networks, the advantages of social network which has flexible means of the spread of information, larger audience, strong interaction have increasingly highlighted, more and more large enterprises have pay widespread attention to social network. User's recommendation under social network has become the newfocus on the field of network marketing. A large number of empirical studies have shown that: compared with ordinary commercial advertising, the recommendation from the around friends or families has more influence on consumer's purchasing decision. WeChat social platform which is the most popular and most widely used is largely characterized by sharing and recommending information to large circle of friends. Therefore, the empirical research on influence of user's recommendation to consumer's purchasing intention under the WeChat platform has a theoretical and practical guidance to the successful implementation of enterprise's network marketingFirstly, under the background of WeChat social platform,this paper take the influence of user's recommendation to consumer's purchasing intention as the study's object .Based on the research of word of mouth marketing in virtual community and other related fields of consumer's psychology, this paper selects important factors from these three aspects of recommended information sender, recommended information itself and information receiver as the antecedent variables, consumer's trust as an intermediary variable, set up the theoretical model of the influence of user's recommendation on consumer's purchasing intention under the WeChat social platform and puts forward the research hypothesis.Secondly, this paper analyzes the quality of sample data, the reliability and validity of questionnaire using with SPSS 19.0 statistical analysis software and evaluatesthe rationalityof the relationship with the variables and theoretical model through structural equation software AMOS20.0.The empirical results show that consumer's trust is the significant factor of consumer's purchasing intention.The intensity of relationship between recommended information sender and information receiver is the most significant to consumer's trust,followed by professional capacity of recommended information sender, social influence of recommended information,the good involvement of information receiver and detailed degrees of recommended information.The of professional capacity of recommended information sender,the intensity of relationship between recommended information senderand information receiver; social influence of recommended information,product involvement and professional level of information receiver also had direct impact onconsumer's purchasing willingness.Finally,according to empirical results, this paper proposes the corresponding measures of improving consumers' online purchasing intention under WeChat social platform, and hopes to help enterprises understand what factors of user's recommendations under WeChat platform can significantly influence consumer's purchasing willingness in order to smoothly take activities of network marketing,improve efficiency of marketing and seize a larger market share.