A Study On Influencing Factors Of Product Information Sharing In Life WeChat Group

With the popularization of mobile Internet and smart terminal phones,WeChat,as a typical instant messaging social application on the mobile phone,has become an ideal platform for the socialized e-commerce development with its large user group,highly trusted social relations and fast information interaction.It is based on strong social relationships or WeChat groups created because of common interests.Relying on high user viscosity,strong social interaction,fast information dissemination,decentralization,etc.,it has become a main channel for information exchange and mutual recommendation,forwarding and sharing product information among friends.A large amount of product information is generated in the WeChat group in various forms such as introduction voice text,real product pictures,group booking web links,short promotion videos,etc.The WeChat group has become a gathering place for user product marketing,product information sharing and exchange.Product information sharing based on WeChat group takes user relationship as the core and social interaction as the main method.Group members are no longer just one-way recipients of product information.They can change their role in the information sharing process according to their needs and become product information reproducers,messengers and consumers,members of the WeChat group dominate the sharing of product information,and play a key and decisive role.The study on the influencing factors of product information sharing of WeChat group members is of certain value to promote the fine-grained operation of social e-commerce based on WeChat group,improve the efficiency of WeChat group product marketing decision-making,and facilitate the sharing and sales of product information.This paper uses the theory of social ecology as the analysis framework,integrates social exchange theory,strong-weak relationship theory,and technology acceptance model,extracts key impact factors through in-depth interviews,and conducts a systematic analysis from the four levels of information subject,information environment,information content,and information technology.Construct a theoretical model of the factors that affect WeChat group product information sharing and propose research hypotheses,and test the influencing factors through empirical analysis.Firstly,this paper explains the research background,research significance,and research status at home and abroad.Through document review and specific research scenarios,it defines the research scope,core concepts,classification and characteristics of WeChat groups,main forms of product information sharing.It systematically sorts out related theories of information sharing behaviors of WeChat groups,laying a theoretical foundation for building research model;Secondly,in the theoretical analysis based on the perspective of social ecology and the exploration and analysis based on in-depth interviews,it attempts to refine the social remuneration and reciprocity of the social exchange theory,the relationship strength of the strong and weak relationship theory,the profitability of product information attributes,the content of product information,and the perceived usability of the technology acceptance model to build a product information sharing research model from the four dimensions of user,information,environment,and technology and propose research hypotheses;Then it tries to obtain empirical data through in-depth survey,use SPSS 25.0 for data analysis and testing hypotheses through descriptive statistical analysis,reliability and validity analysis,correlation analysis,regression analysis,etc.,and concludes that the profit,relationship strength,the perceived usability has a significant positive impact on WeChat group product information sharing;Finally,this paper discusses and analyzes the research results,summarizes the influencing factors of WeChat group product information sharing,and makes recommendations for promoting WeChat group product information sharing.