Research On The Influence Of Enterprise WeChat Marketing On User's Purchase Intent

The rapid development of the Internet has brought huge business opportunities,and the marketing methods carried out by enterprises are emerging endlessly.As the darling of this era,the new media has been used by merchants to carry out their own marketing activities.WeChat has become one of the most popular marketing platforms.Compared with traditional marketing,it has so many advantages that all kinds of companies are looking forward to,and WeChat's potential customer base is also a huge market that companies covet.From a marketing point of view,It is of great practical significance to study the dimensions of WeChat marketing how to stimulate the purchase intention of users and thus affect their purchase behavior,and how enterprises can borrow the WeChat platform,which is a new marketing model of new media.Achieving good marketing results makes this research significant.In this study,the WeChat group was used as the research sample.Firstly,the component dimensions of WeChat marketing were extracted by a variety of research methods,namely,information quality,promotional activities,and the participation of relatives and friends.Furthermore,considering the indirect relationship between WeChat marketing and purchasing intention,this paper chooses an intermediate variable-brand attitude as the leading variable.In order to construct the mechanism model of WeChat marketing on WeChat users' willingness to buy,this paper obtains the primary data by questionnaire,and then uses the SPSS21.0 software to analyze the questionnaire data.The following conclusions were drawn:(1)Information quality,promotional activities,the participation of relatives and friends,and the service of WeChat platform have a significant positive impact on users' purchasing intention;(2)Information quality,the participation of relatives and friends,and the service of WeChat platform have a significant positive impact on the brand attitude of WeChat users,and indirectly affect the purchasing intention of users through the brand attitude;(3)Brand attitude has a direct and significant positive impact on WeChat users' purchasing intention.Finally,based on the conclusion of the analysis,the paper puts forward some suggestions and countermeasures to promote the customer's purchase intention,thus providing reference for the enterprise.