The Research On Sharing Behaviors Of Information Quality Factors Of Wechat Marketing

Mobile Internet and information technology continues to prosper,“WeChat”as the representative of the social media platform becomes a fertile ground for marketing.To stimulate media media users as a network node interaction and Unicom significance,and change the mass media in the past high cost,low viscosity traffic-oriented marketing Model,become the focus of corporate mobile marketing.But the rapid growth of social media marketing information deliveries,on the one hand,led consumers feel bored,on the other hand caused the search barrier,triggering the user "perceived advertising mess",information marketing performance declining.How to meet the needs of high-quality user marketing information,take the initiative to stimulate the user as a network node to share the value of the current social marketing to solve the problem.This research focuses on the micro-credit platform,from the WeChat marketing information quality itself,to explore the cognitive dimension of user information needs,to study its impact on user sharing behavior path and level.By measuring the quality of marketing information with specific indicators to help companies improve their social media marketing strategy to reduce the user's ineffective,not only lowcost and sustainable.Through the literature review and the theory review,this paper summarizes the form,the communication way and the research status of the micro-marketing marketing marketing information,and focuses the research on the quality of the information,and summarizes the three aspects of the marketing quality of the WeChat through the literature analysis Content quality "," information utility quality "and" information carrier quality ".Through the analysis of the second dimension of these three dimensions,the influence model of marketing information quality is influenced by user satisfaction.(Authenticity,expression integrity),information utility quality(timeliness),information system quality(interaction,security)through the positive impact of customer satisfaction,the reliability of information content(authenticity,expression integrity),information utility quality(timeliness),information system quality(interaction,security)Share the behavior,and come to the impact of each dimension level,the decline is the impact of security,interaction,authenticity,expression of integrity and timeliness.