Research On The Factors Influencing The Establishment Of Initial Trust Towards WeChat Bisiness On Moments

With the advent of the new media era,the mobile Internet has had a significant impact on people's lifestyles,and more and more social behaviors and transaction behaviors have been transferred to smart terminals.WeChat is sought after by the public because of its features of being timely,simple and quick.The launch of WeChat Moments also enables more and more people to see the huge profits and development prospects behind its business model.On the one hand,they rely on their friendships to gain the consumers' trust quickly,but at the same time there is the "affinity-fraud” behavior.Therefore,trust and online shopping security have become two important factors hindering the development purchase in WeChat Moments.First of all,through literature review and interview,the factors affecting the initial trust are relationship strength,word-of-mouth recommendation,information quality and perceived risk.Second,Wechat users' trust towards WeChat business can be divided into interpersonal trust for micro-businesses and product trust.SPSS22.0 and AMOS19.0 were used to examine the mechanism of these antecedent variables on initial trust,and test whether the initial interpersonal trust has a mediating role between the antecedent variable and the initial product trust.Then,based on the research model proposed in this thesis,the questionnaire is drawn from the mature scale and the questionnaire is pre-tested.The formal questionnaires were collected to do reliability test,exploratory factor analysis and confirmatory factor analysis.The structural equation model was used to verify the research hypothesis.The results of the experiment show that:(1)Relationship strength and information quality will significantly positively affect initial product trust,and perceived risk has a negatively one,but word-of-mouth recommendation has no significance.(2)Relationship strength,word-of-mouth recommendation,and information quality will significantly positively affect initial interpersonal trust.Perceived risk has no significant negative impact on interpersonal trust only when the the level of significance is 0.1.(3)Interpersonal trust will significantly positively affect Initial product trust.And the fitting degree of model with interpersonal trust put into is greatly improved.However,the relationship strength and information quality have no significant effect on the initial product trust,which indicates that interpersonal trust has a complete mediation between the two and the initial product trust,but there is no mediating role between word-of-mouth recommendation,perceived risk and initial product trust.(4)Both initial product trust and initial interpersonal trust have a positive impact on purchase intention of WeChat users.Finally,according to the results of the interviews and questionnaires,some marketing suggestions for WeChat business are put forward: strengthening the interaction and relationship management with friends in Wechat,developing social resources of existing customers by establishing a good business reputation,focusing on quality of product information released and reducing the perceived risk of them to in order to enhance the level of trust of WeChat users.