Research On The Impact Of WeChat Official Account Information Characteristics On Consumers’ Purchase Intention

As the mobile Internet develops,We Chat official account,represents a new type of social media,and also attracts more and more enterprises to use it for marketing.With more enterprises entering the We Chat official account,users’ attention is distracted.In addition,many official account push content has problems such as low originality,information redundancy,etc.So,users’ sense of experience is reduced,and the willingness to continue to pay attention to and use the We Chat official account will also decline.Therefore,enterprises’ We Chat official account need to push high-quality information content if they want to improve the marketing effect and achieve sustainable success.This article constructs a research model based on the S-O-R theory and computer media communication theory,by reviewing relevant literature and theoretical foundations.Four information characteristics are used as independent variables,brand attitude and perceived value are used as intermediary variables,and consumer purchase intention is used as dependent variables.The research hypothesis is proposed and the variables are defined;Referring to mature scales in existing literature,a measurement scale for this study was developed,and the required data was collected through questionnaire survey.The reliability and validity of the questionnaire were tested through pre research,and then the data was collected through formal research.Empirical data analysis and model testing were conducted using SPSS26.0 and AMOS226.0 to validate the research hypotheses proposed in this paper;Finally,this paper draws conclusions and puts forward a series of targeted suggestions on improving the quality of the information content pushed by the enterprise’s We Chat official account to help the enterprise’s We Chat public platform better manage and brand.The results show that the accuracy,usefulness,entertainment and interactivity of the information pushed by We Chat official account have a significant positive impact on perceived value and brand attitude;Perceived value and brand attitude have a significant positive impact on consumer purchase intention;The two play a partial mediating role in the impact path of information characteristics on consumer purchase intention.