| Affected by the mobile internet and smartphones, WeChat become one of the most widely used in mobile phones to meet people's leisure, entertainment, social demand and other needs. As a sales network, WeChat marketing with the help of large user, a powerful feature integration, without time and space constraints and other advantages established.with the WeChat technology matures, the scope of application and influence of WeChat marketing is also expanding, which may be the most potential of a marketing channel in the future.Consumption behavior of college students restricted by the lack of revenue, but their spending habits are formed, which is the main consumer of the future. Moreover, college students have a strong ability to accept new things, they are one of the most active groups in the circle of friends, and have an important role to the development of WeChat marketing. Therefore, the enterprises in the process of WeChat marketing must seize the special consumer groups of college students.In this paper, we adopt the unified theory of acceptance and use of technology and take the college students of xi'an as the research object, and the purpose of research is make the enterprise which adopt WeChat marketing better. The article from the cognition, attitude, behavior of college students, study WeChat marketing to the influence factors of college students' consumption behavior.The results show that WeChat marketing safety, content of reading, simple operation is the main factor that influence consumer behavior of college students. WeChat R & D team and enterprise marketing personnel to ensure the secure payment and information on the real and effective efforts; The personnel engaged in WeChat marketing must work hard in the content of the text and graphic design; And related technical personnel to simplify the operation process and convenient user operations. |
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