Research On The Influence Of Enterprise Wechat Precision Marketing On Customers' Purchase Behavior

With the concept of "Internet+" proposed,Internet information technology has once again penetrated into people's lives and has promoted an overall transformation of human production and life style.WeChat,as one of the mobile end-use applications that have a driving role in the Internet era,has brought about a broad development space and a huge market prospect for companies to use information technology for marketing.Therefore,how to help companies use WeChat more effectively to implement accurate marketing,and thus better promote the occurrence of customer purchase behavior,has become an important issue for current companies and scholars.Based on the integrated technology acceptance and use model(UTAUT model),this study focuses on using WeChat and focusing on corporate WeChat users as research objects,and learns from customers' perceived risk theory to deeply discuss the factors that affect the customer's purchasing behavior.Using empirical research methods,on the basis of analysis theory and literature review,we constructed a structural model of the influence of WeChat precision marketing on customer purchasing behavior and put forward research hypotheses;secondly,we use WeChat and follow WeChat users online and offline.A questionnaire survey was conducted.Finally,data analysis and hypothesis verification were performed using SmartPLS 3.0 statistical software.The empirical results show that:(1)Users use WeChat's performance expectations,hard work expectations,and social influences have a significant positive impact on customer purchase intentions;(2)information liveness,information accuracy,and information immediacy at the level of corporate WeChat precision impact And customer interaction has a significant negative effect on customer perceived risk.One-to-one interaction has no significant impact on customer perceived risk;(3)Customer-perceived risk has a significant negative effect on purchasing behavior,and purchase intention has a significant positive effect on purchasing behavior.influences.Compared with previous studies,this study explores in depth the influence factors of customer micro-credit marketing on customer purchasing behavior,and further improves the integration of customer perceived risk theory and integrated technology acceptance model theory.Regardless of enterprise network marketing or offline marketing applications,this study can provide some theoretical guidance for enterprises how to better use WeChat to implement marketing accurately,further promote the online and offline purchase behavior of customers and ultimately improve corporate marketing performance.