The Research On The Factors Affecting Wechat Consumers' Information Seeking Behavior

The rapid development of the mobile Internet,the increasing popularity of smart devices,and the increasing number of WeChat functions all make the new marketing model of WeChat marketing come to the fore and has developed rapidly.At present,WeChat is an important medium for the “Entrepreneurship of All Peoples”.Different scales of merchants have joined the WeChat marketing team to open up the “everyone micro-business” situation,but the information seeking behavior as an important part of the consumer purchase process has been affected by chaotic business management and insufficient market supervision,its attitude changes,therefore,WeChat businesses should take active and effective measures to respond and promote the development of WeChat marketing to achieve further results.“What aspects of the WeChat business should strive to try to attract consumers to seek information to increase product transaction rates.” is the academic question that the study expected to answer.Firstly,this article begins with the existing research on WeChat marketing and information seeking behavior,sums up the combination of WeChat version update and marketing,and the form of WeChat marketing information transmission.It also discusses the application of WeChat marketing,seeking channels,and information seeking behavior.Secondly,we review the WeChat marketing and information seeking behavior theory,technology acceptance model theory,and combine the development status of WeChat marketing to find the inadequacies of the existing research theories,thus confirming the research themes of this article.Then,through literature review,combing,and the characteristics of WeChat marketing,we introduced technology acceptance models and personal relationships to explore the influencing factors of WeChat consumer information seeking behavior.Finally,through literature reading,questionnaire survey,SPSS and other research methods and tools,this paper explores whether perceived risk,product knowledge,information quality,interaction,group psychology and involvement will have a significant impact on WeChat consumers' information seeking behavior.Whether the personal relationship plays an intermediary role in the process of WeChat consumer information seeking behavior.The empirical analysis results show that perceived risk,information quality,interaction,group psychology,and involvement have a significant impact on WeChat consumers' information seeking behavior.Personal relationships have a significant impact on WeChat consumers' information seeking behavior.At the same time,personal relationships have played an intermediary role in the process of WeChat consumer information seeking behavior,like interaction,group psychology and involvement.This article analyzes and discusses the above research results,and on this basis,proposes WeChat businesses should: manage channel information to stimulate WeChat consumers' group psychology;Focus on the individual characteristics of WeChat consumers and attract Consumers through precise Marketing;manage the relationship between businesses and consumers and increase interaction.The article concludes with the limitations of this study and proposes future research directions.