Formation Mechanism On The Purchasing Intention Of Ecotourism Products In WeChat Moments

With the improvement of people's quality of life requirements and the strengthening of environmental protection awareness,eco-tourism is sought after by people,and various eco-tourism routes launched by eco-tourism destinations are also favored by tourists.Zhangjiajie is the most famous and representative eco-tourism destination in Hunan Province.WeChat monments is one of the important functions of WeChat.At present,the research on WeChat monments mainly focuses on the communication effect,marketing effect and behavior intention of WeChat monments.The research on the combination of WeChat monments and tourism mostly focuses on the impact of tourists' sharing behavior in WeChat monments on other tourists' choice of tourism destination and willingness of tourism behavior,while the research on the combination of WeChat monments and ecotourism route products is rare.This paper takes the purchase intention of eco-tourism products in WeChat monments as the research object,puts forward relevant hypotheses based on S-O-R theory,and constructs a theoretical model.This paper uses questionnaire survey method to analyze the problems and collect data,and uses structural equation model to verify and analyze the data,and studies how the marketing characteristics and social media characteristics of ecotourism products in WeChat monments affect the purchase intention.Taking marketing characteristics and social media characteristics as independent variables,perceived value as intermediate variables and purchase intention as dependent variables,this paper uses spss24.0 and amos24.0 software to analyze the data and verify the hypothesis,and draws the following conclusions:(1)the model constructed in this study is verified,There are three formation mechanisms of purchase intention of eco-tourism route products in WeChat monments:? marketing characteristics of eco-tourism route products in WeChat monments-perceived utilitarian value-purchase intention? social media characteristics of eco-tourism route products in WeChat monments-perceived hedonic value-purchase intention ?social media characteristics of eco-tourism route products in WeChat monments Body characteristics perceived utilitarian value perceived hedonic value purchase intention;(2)the purchase intention of eco-tourism route products in WeChat monments is affected by both utilitarian factors and hedonic factors,but utilitarian factors play a dominant role;(3)The price of eco-tourism products in WeChat monments and the beauty of destination landscape have a strong impact on the perceived utilitarian value;(4)The social presence of WeChat monments and the ability of WeChat friends have a strong impact on perceived hedonic value;(5)The respondents with different demographic characteristics have significant differences in their willingness to buy eco-tourism products in WeChat monments.According to the results of relevant investigation and hypothesis test,the paper puts forward the following suggestions for the development of eco-tourism WeChat business in WeChat monments:(1)we should pay attention to the arousal of price discount,promotion and other factors for the perceived utilitarian value,so as to enhance consumers' purchase intention;(2)We should pay attention to the content and quality of ecotourism marketing information;(3)Close interaction with friends in WeChat circle,especially enhance daily interaction;(4)Using various means to establish and strengthen the trust mechanism with friends in the monments;(5)Carry out "targeted" marketing for the main customers.