Research On The Impact Of Tourism WeChat Marketing On Consumers' Willingness To Share

Tencent launched the "WeChat"APP in 2011,which attracted more than 300 million netizens in less than 2 years.WeChat has become a social tool widely used in the mobile internet field.Under the background of network tourism development,WeChat has been widely applied in tourism marketing and other aspects.Scholars are also concerned about the impact of mobile marketing on consumer behavior intention,in order to provide direction and guidance of tourism marketing development.In this study,WeChat public of tourism enterprises as a platform,the followers of a tourism enterprise WeChat are defined as consumers,and research them.On the basis of existing research,through questionnaire survey,from the perspective of consumer behavior,through the SPSS20.0 analysis of exploratory and AMOS 17.0 analysis of confirmatory,finally get the influence model of WeChat tourism marketing on consumers' willingness to share,there are the main conclusions:(1)Through anlysing 372 questionnaries,it is concluded that the wechat marketing four are:"information quality","information push frequency","opinion leaders recommended"and "tourism information content".(2)In this study,there are 9 hypotheses proposed and 8 hypotheses are established and 1 was not valid.the quality of information,information push frequency and opinion leaders recommended attitude which have positive influence on attitude has been verified.However tourism information content has a positive influence on consumer attitudes,the assumption that tourism information content have effect on consumers'share willingness is not supported.(3)The scale of the exploratory factor analysis can be accepted and the model is well fitted with the confirmatory factor.At the same time,through constructing model,the“information quality" has biggest influence on the consumer attitude.Secondly is "information push frequency"and"opinion leader recommendation" is the least.In terms of consumers'willingness to share,"information push frequency"has the greatest impact,followed by"information quality",and the "tourism information content" is minimal.Finally,according to the empirical research,this paper has proposed to provide four scientific advises for the development of diversified marketing,such as improving the quality of information,controlling information push frequency,paying attention to usage habits and putting forward on word of mouth marketing,etc.