The Research Of The Consumers Attitudes On The WeChat Marketing On The Fresh Supermarket

Along with the constantly improvement from the farmer's market to the supermarket for years,fresh products have gradually been set up the supermarket shelves.And then,there are more and more fresh supermarkets.Due to the impact of the Internet and electronic business,the fresh supermarket began to have their own survival ways and use WeChat marketing.This paper focuses on the consumers' attitudes on WeChat marketing of the fresh supermarket and includes seven parts.The first part is the introduction.It mainly elaborates the background,significance,main contents,methods,innovations and the deficiency and so on.The second part mainly factors on the basis of the theory,such as the definition,characteristics,the ABC attitude model,multi-attribute model of attitude and wet marketing theory,etc.The third part mainly introduce the design in this study including the index selection,measurement of the whole research,the research hypothesis and the research model.The fourth part is to introduce the questionnaire's design and the formation,and it involves the questionnaires' design,the preliminary investigation,the questionnaires' form and the datas' collection,etc.The fifth part is the demonstration analysis.It mainly relys on the images' attractive,the text appeal,the WeChat activities as the independent variable and the trust and the consumers' attitude as the dependent variable.The sixth part mainly puts forward to countermeasures and Suggestions.The seventh part mainly summarizes the above research conclusion and put forward the prospect.Through the above process,the conclusion of this study are as follows:First of all,the theories of influencing the consumers' attitude have ABC attitude model,multi-attribute model of attitude and wet marketing theory.Second,the influencing factors of consumer attitudes are the images' attractive,the texts' appeal,the WeChat activities and the degree of trust.Among them,the influence of trust is the most significant,and the text appeal is following.The third is the WeChat activities,and the pictures' attractive is very weak.Meanwhile,the influence on the WeChat activities is bigger than the pictures' attractive,and the effect of trust is very significant to the consumers' attitude.Third,if we want to use the WeChat marketing to improve the consumer attitudes of the fresh supermarket,maybe we can from the perspective of the information quality and the brand image to increase the consumer's trust;and from the perspective of the expression contents and ways to improve the texts' appeal of the WeChat marketing;and from the perspective of the frequency and quality of interactive activities to increase the activities of public platform.