Research On The Influence Mechanism Of Perceived Symbol Value On WeChat Channel Purchase In The Context Of Consumption Upgrade

In the process of sustainable development of the current economic life,residents’ consumption upgrading has already become an unstoppable trend.With the rapid development of technology and economy,people of all ranks and classes appeared different degrees of consumption upgrading phenomenon.Despite the differences of consumption categories,with more and more new demands,higher levels of consumer demands constantly promote the transformation and upgrading of the consumption structures and content of all the social stratum.In the process of consumption upgrading,the marketing channels also developed very fast,especially the Wechat marketing,but on the other hand,there are many problems that shouldn’t be ignored.The emphasis of this thesis is to explore the influence mechanism of the perceived symbolic value to the Wechat purchasing intention under the background of consumption upgrading,and then use the final conclusions to provide some suggestions and guidance to the enterprise.At first,this thesis introduced the background,methods,meaning and innovation of the research,then reviewed the relevant literature and put forward the seven hypotheses and theoretical model of this study.After that it designed a research program and collect data and at last use the statistical software to process the data and summarize the conclusions and marketing enlightenment.The results indicate that the perceived symbolic value has a significant positive influence on the Wechat purchasing intention under the background of consumption upgrading,at the same time the perceived risk can have a mediate effect on this influence,and the perceived symbolic value can produce different effects on different dimensions of perceived risk.According to this conclusion,the enterprise can take measures to make more use of the perceived symbolic value to lower the risk that the consumers perceived,especially some certain dimensions,thus enhance the Wechat purchasing intention.On the other hand,the results turned out that the social exclusion have an adjustment function between the perceived symbolic value and Wechat purchasing intention,and the consumer innovativeness also have an adjustment function between the perceived risk and Wechat purchasing intention.With this conclusion,we suggest the enterprise to make full use of social needs of consumers and the attractions of new things to obtain the consumers loyalty in Wechat marketing.