Do Not Sell Things In Your Friends Circle,or You'll Lose Your Friends

It's a statement that "don't lose your friend,don't sell at a friend 's side." this also leads to a lot of wechat business and that resonance of the consumer.Winning customer trust in a competitive micro business market is a key method for wechat business to gain competitive advantage and financial revenue.Win the customer trust,like a web celebrity wechat business that arouse the customer's purchase intention,must order of magnitude of the gain and incomparable competitive advantage;Losing customer trust,it is possible to lose friends on a friend's ring,and you cannot get a financial reward from a friend.Then,why are the entering lines means trust relationships established between friends for some micro vendors? For the web celebrity wechat business,engaged in wechat business industry can obtain consumer trust and promote the purchase?Based on the customer trust theory,this study constructs the wechat business trust concept,specifically studies the influence factors of wechat business trust,what the influence mechanism is,and the problem that wechat business trust can promote the purchase.This study has successfully extracted the premise variables of wechat business trust influencing factors,including the buyer factor,wechat business factor and communication factor,and successfully extracted the intermediate variables between the premise variables and the result variables,namely the cognitive and emotional factors of wechat business trust.On the basis of the previous literature,this study has been developed successfully by means of expert opinion,pre-research,market research,etc.In this study,the questionnaire was published through the "questionnaire star" platform,and the "qr code" was successfully generated to be forwarded to WeChat friends circle,and the respondents were limited to "friends" who have experienced shopping experience in WeChat in the last six months.This study,a total of 678 questionnaires collected,eliminate invalid questionnaire 147,scored 531 valid questionnaires.Directly through the "questionnaire star" platform for statistical data statistics,and use its associated SPSSAU program for statistical analysis.It is indicate that that reliability of the gauge is reliable and its effectiveness is good,and it can be used for further data analysis.This study used the traditional descriptive analysis,to conform to the characteristics of respondents statistical description;Using the correlation analysis method,the correlation between the pre-conditional variables and the intermediate variables and the resulting variables is successfully verified.Finally,this study USES regression analysis to verify the trusting tendency,risk awareness and transference factors in the buyer's factors,which have a positive influence on trust cognition and trust emotion;And,cognitive and emotional trust also has a promoting effect to purchase intention.