The Influence Of The Perceived Value Of Consumer Experience Sharing On The Happiness Of The Sharers In Wechat Moments

Sharing consumer experience in Wechat moments has become an indispensable part of people’s social life.Previous scholars have conducted in-depth research on consumer sharing in social media,but few studies have focused on the impact of the perceived value of consumer experience sharing in Wechat moments on consumer happiness.Based on the predecessors,this paper studies the impact of the perceived value of consumer experience sharing in Wechat moments on consumer happiness and its intermediate mechanism,and discusses its boundary conditions.This article analyzes and summarizes the perceived value of consumer experience sharing in Wechat moments through theoretical induction,literature extraction,field interviews,surveys,and other methods from the perspective of consumer experience sharing in Wechat moments.Consumer experience shares perceived value and its four dimensions,namely information value,memory value,self-display value and conversation value.On this basis,a research model is established that uses the perceived value of consumer experience sharing as an independent variable,consumer happiness as a dependent variable,relationship needs satisfaction as an intermediary variable,and audience positive feedback as a regulating variable.Research hypothesis.Empirical test of the theoretical model was carried out by the survey method,data collection was carried out through the experimental design,and SPSS24.0 and AMOS24.0 statistical software were used to carry out descriptive statistical analysis,reliability and validity analysis of the scale and intermediary effect on the sample data.Testing and testing of regulatory effects.Through theoretical analysis and empirical testing,the following research conclusions are obtained:(1)When consumers share consumer experience in Wechat moments,the perceived value of consumer experience sharing and its four dimensions,namely information value,memory value,self-display value and conversation Value has a significant positive impact on consumer well-being;(2)The perceived value of consumer experience sharing and its four dimensions all have a significant positive impact on relationship need satisfaction;(3)Relationship needs satisfaction on consumer happiness Sense has a significant positive impact;(4)Relationship need satisfaction to satisfy the role of mediating in the relationship between the perceived value of consumer experience sharing and its four dimensions on consumer happiness;(5)Audience positive feedback in consumption The perceived value of experience sharing and its memory value,self-display value and conversation value dimension play a role in regulating the relationship between consumer happiness.According to the research conclusion of this article,the following management revelation is obtained:For social media platforms or service-oriented enterprises,if they want to attract and retain more customers by improving consumer happiness,they should pay attention to the following aspects:(1)attention Consumer’s experience value encourages individuals to actively share product or service information on Wechat moments or other platforms;(2)The design of products or services should meet the relationship needs of consumers;(3)By strengthening publicity and cultivating usage habits Increase the audience’s positive feedback to the sharers,thus effectively enhancing the sharers’ willingness to share.