Research On Influence Of Information Channels On Consumers' Purchase Intention In Social Commerce

With the rapid development of mobile Internet,mobile social platforms led by WeChat have gradually become the mainstream media for people.While focusing on traditional marketing methods,companies have begun to focus on the development of this area,using these social platforms to narrow the distance between consumers.In WeChat,there are many channels for companies to deliver information to users,such as official numbers,moments,and chat groups.Due to the strong social attributes of WeChat,users' attitude towards these channels will inevitably affect the perception of the company,and ultimately will affect the user's willingness to purchase the brand's products.At present,there are not many researches on channels affecting users' purchase intention at home and abroad.Empirical methods are used to study the influence of channel characteristics on consumers' purchase intentions,and analyzes the regulating role of channel types.First of all,this thesis defines the concepts of social commerce and WeChat marketing,and elaborates the theoretical basis for the study of the thesis.From the three aspects of consumer purchase intention,WeChat marketing,and channel influence,this thesis systematically conducts research on domestic and foreign documents related to this research.On the basis of summarizing the existing research results,the research model of this thesis is established,the connotation of the model variables is analyzed and defined,the corresponding research hypotheses are proposed,and corresponding measurement items are designed.The final questionnaire is confirmed through presurvey.Second,315 valid questionnaires were collected for descriptive statistical analysis,reliability and validity test analysis.Based on this,structural equation modeling was used to conduct empirical analysis of the survey data.The analysis results show that: channel usefulness,channel ease of use,interactivity and information quality will positively affect consumer trust in channels;information quality and channel trust will positively affect consumer satisfaction with companies;corporate satisfaction will positively affect the user's purchase intention.At the same time,the impact of the two information channels,subscription account and service account,on consumers is analyzed and compared.It is found that in the case of service account,the correlation between channel trust and corporate satisfaction is stronger.Again,based on the main conclusions of the empirical data analysis,put forward management inspirations for WeChat marketing.Enterprises should pay more attention to the construction of service account,optimize their functions,and increase the level of interaction and information quality.