An Empirical Study On The Influence Of WeChat Word Of Mouth On The Willingness Of College Students To Consume Behavior

With the rapid development of Internet technology,people’s life has undergone subtle changes.In the electronic information age,people can quickly receive all kinds of information regardless of the limitation of time and place.This also affects all aspects of our life,such as shopping way,consumption decisions and so on.More and more people begin shopping online,sharing and exchanging personal shopping experience with the aid of network platform,then the Internet word-of-mouth formed.The spread content of Internet word-of-mouth is the most direct and honest feedback information that consumers evaluated a product or service,these information will affect the purchase decisions of people.WeChat is an emerging media platform.Since it was launched in 2011,wechat quickly accepted by users.Now it has penetrated into people’s life,more and more companies are beginning to use WeChat platform to carry out a series of marketing activities,so WeChat word-of-mouth also appears.And college students are the main contacts of the Internet,they are not only the most group that contact WeChat word-of-mouth,but also contain the huge consumption potential.In view of this,based on the study of domestic and international relevant research results,this paper mainly studies the influence mechanism of WeChat word-of-mouth on college students’ consumer behavior intention.This article mainly takes WeChat word-of-mouth as the independent variables,taking trust as an intermediary variable,taking the behavior intention of college students as the dependent variable.The WeChat word-of-mouth is divided into three dimensions:WeChat word-of-mouth publisher characteristics(publisher professional level and relationship strength),word-of-mouth information characteristics(number and strength)and WeChat word-of-mouth viewer characteristics(viewer professional level and product involvement).Trust as intermediary variables is divided into cognitive trust and emotional trust.Consumer behavior intention is also divided into purchase intention and re-diffusion intention.In this study,Tianjin university students were the main investigation subjects,and the data were collected by online and offline survey.Then using SPSS19.0 and Amos22.0 to process data,analyze,verify the research model and hypothesis,and draw the conclusion.The study found that WeChat word-of-mouth and trust have a significant positive correlation.There was a significant positive correlation between consumer behavior intention and trust,there was also a significant positive correlation between consumer behavior intention and WeChat word-of-mouth,and product involvement had a great influence on purchase intention and re-diffusion intention.And trust played a mediating role between WeChat word-of-mouth and consumer behavior intention.The conclusions of this study can provide reference value for WeChat word-of-mouth marketing.According to the conclusion,enterprises can put forward marketing strategy for reference and improve the marketing management level finally.