Research The Impact Of Exposure Frequency In Wechat Moments About Waiting Tolerance Of Consumers

In recent years,more and more consumers spend a long time to wait for a new product,even spend more than few hours.It meant that they felt waiting a long time was reasonable and acceptable.Something interesting,consumers seemed to be more and more tolerant to wait for a long time,in order to buy these products.It was not difficult to come to the conclusion,the reason was their extremely strong consumption desire.As the largest number of users and most popular communicate media-Wechat,it can be effective to consumer whether to buy the products by sharing and expressing the product information.At the same time,it will also be affected by personality and self-affirmation by consumers.In this context,it tried to examine the relationship between products' exposure frequency in Wechat moments and maximum of waiting time,who based in Guangzhou and using intelligent mobile phone with communication social APP,also set consuming Hey tea and Apple(electronic)products as the representative.This study also tried to verify self-image shaped,the consumer personality traits,and self-affirmaiton influence of consumer wait to buy “Internet celebrity products”,providing basis and suggestions for the company to make strategy based on social media marketing.This study based on related theories such as network social relationship,referenced groups and personality traits,self-affirmation,and waiting time,exploring the relationship between products' exposure frequency in Wechat moments and maximum of waiting time,proving the influence of consumer personality traits and self-affirmaiton.In this study,it mainly used experimental and questionnaire methods to research.First experiment explored products' exposure frequency in Wechat moments influence of waiting time maximum,second experiment used 2*2 inter-group experiment design,exploring the effect of product products' exposure frequency in Wechat moments(high/low)influence of consumer with different personality traits(hedonic/utilitarian),third experiment used another 2*2 inter-group experiment design,exploring the effect of products' exposure frequency in Wechat moments(high/ low)influence of consumer self-affirmation with or not.The results showed that:(1)Products' exposure frequency in Wechat moments had positive effect to the tolerance of consumer;(2)Self-image effected the relationship between products' exposure frequency in Wechat moments and tolerance of consumer;(3)Hedonic type was more impact than utilitarian type about waiting to buy related products;(4)Self-affirmation was important to consumer to decide whether to wait the long time to buy related products.