An Empirical Study On The Influence Of Wechat Marketing On College Students' Purchase Intention

With the popularity of China's intelligent mobile phone and mobile Internet continues to improve,as WeChat mobile Internet use rate is the highest social platform,also has achieved great development,and many commercial enterprises as a new marketing channel and platform.College students are an important part of WeChat's user base,but also the potential importance of commercial enterprises WeChat marketing.Therefore,to study what factors will affect the purchasing intention of college students WeChat,WeChat platform to do promotion and marketing of commercial enterprises is particularly important.Firstly,this paper reviews the research status of domestic and foreign WeChat marketing,and then puts forward the theoretical hypothesis on the basis of the theory of consumer behavior,and then constructs the research model of WeChat's purchase intention.The model with WeChat marketing three marketing methods as independent variables,the perception is interesting,the perceived economic value,perceived value and perceived value of psychological function as the intermediate variables,student users purchase intention as the dependent variable to the WeChat purchase intention analysis.On the basis of the above model,the paper collects the data through interviews and questionnaires.On the analysis method,the spss19.0 software was used to carry out descriptive statistical analysis,reliability and validity analysis,correlation analysis and regression analysis of the returned questionnaires.The empirical conclusions including WeChat friends marketing and o2 o marketing can significantly affect the perceived value and perceived interest,and directly affect their purchase intention;perceived function value and perceived playfulness performance significantly affect college students' willingness to buy,WeChat marketing through the influence of perceived value and perceived interest function indirectly affect student purchase intention.Finally,according to empirical conclusions,and puts forward some countermeasures and suggestions,including the enterprise to do when WeChat marketing camp will be the circle of friends of social interactive marketing as the focus of WeChat marketing;develop interesting marketing strategy;make good use of the two-dimensional code payment;provide useful products etc..The research of this paper is helpful to expand the domestic and foreign research on WeChat,enrich the theory of marketing and consumer behavior,and have certain theoretical significance.At the same time to do marketing and promotion of businessenterprise using the WeChat platform,provide a reference to better meet consumer demand;and the low cost of innovation and entrepreneurship to provide guidance for the students to use the WeChat platform,this research has certain practical significance.