Research On The Influence Factors Of Consumer In Wechat Group Business

With the development of Internet,social media is subtly affecting and changing people's communication and lifestyles.At the same time,people's consumption environment and consumption habits are also undergoing tremendous changes.As the social software,We Chat has become an indispensable part of people's lives.The application of We Chat groups has also realized the translation of offline multi-person communication,but behind it is the intervention of capital and power.Group owners,opinion leaders,and other members with higher status in the group occupy the commanding heights of public opinion which have strong control over the group.Although other members join the group chat for various purposes,they will consciously abide by the invisible rules.The Wechat business is a new marketing method that runs under this background,sellers on Wechat group friends with common needs into groups.Through precise positioning,output product advertisement to maintain the high-speed purchase,and attract new members with common needs into the group by social platform forwarding.This thesis takes the elaboration likelihood theory as the research framework,the flow theory as the theoretical support,and conduct empirical research questionnaire survey.Through factor analysis and correlation analysis of the data,so as to study the factors that affect user purchasing behavior and then put forward some constructive opinions on Wechat business.