Study On The Impact Of Communication Mode On The Pruchase Intention Of Consumer From Acquaintances Guanxi Context

Chinese is an acquaintance society,and the acquaintances Guanxi plays an important role in interpersonal communication and social functioning.In the acquaintances Guanxi,people prefer to deal with acquaintances,and the purchase of goods is no exception.In recent years,with the help of WeChat,the WeChat business has a rapid rise,which is dedicated to the shopping transaction between acquaintances.However,in reality,it has not been satisfied and recognized by consumers.Therefore,it is contrary to the cognition of the consumers prefers to purchase goods from acquaintances in the traditional Chinese acquaintance culture.Based on extensive research and literature review,we established a mediated mediation research model,in which perceived value and acquaintances Guanxi were considered as the mediating and moderating variables in the process where communication mode has an influence on consumers' purchasing intention.In order to test the model,we designed a grouped scenario experiment of 2(two dimensions of communication mode)*2(two dimensions of acquaintances Guanxi).The results show that in the acquaintances Guanxi,the purchase intention of consumers is mainly influenced by the seller's communication mode rather than the acquaintances Guanxi,and the emotional communication has more influence on consumers' purchasing intention than the tool communication.The perceived value plays a mediating role in the process of communication mode on purchase intention.Among them,perceived quality value and money saving value are partial mediating effect,while perceived emotional value is complete mediating effect.Acquaintances Guanxi has a significant moderating role in the direct and indirect influence of communication mode on consumers' purchase intention,and compared with the instrumental acquaintances Guanxi,the emotional acquaintances Guanxi can significantly enhance the influence of communication mode on purchase intention.The possible innovations in this study:(1)We went further.This study took a further step in the existing research on the influence of acquaintances Guanxi on consumers' purchase intention,and analyzed the main process of consumers' purchase intention after the acquaintances Guanxi was established.(2)We choose a more scientific and reasonable mediation variable.Scholars generally believed that perceived value variable is the best influence factor of consumption intention.However,the existing study choose the truth or psychological distance while they researched the question that how acquaintances Guanxi influences consumers' purchase intention.Obviously,the former is more scientific and convincing.