WeChat Model for Marketing Promotional Activities

Abstract

With the increasing popularity of smartphones and mobile Internet in China, many commercial enterprises have taken WeChat as a new marketing channel and platform. With the maturity of WeChat client technology, WeChat marketing can be seen as the most potential for developing a marketing channel in the future.   College students are an important part of the WeChat user group and potential consumers of WeChat marketing in commercial enterprises. Therefore, it is particularly important to study which factors will affect the purchase intention of college students' WeChat users for commercial enterprises promoting and marketing through the WeChat platform. The research of this paper can provide practical guidance for enterprise WeChat marketing, guide the innovation activities of college students, and better meet the needs of college students.

This paper extracts four relevant factors affecting WeChat marketing by studying existing literature and expert interviews. By introducing two intermediate variables, perceived value, and perceived risk, this paper constructs the influence model of WeChat marketing on college students' purchase intention. According to this model and referring to the previous maturity scale, a questionnaire on the influence of WeChat marketing on consumers' purchase intention is designed, and a random questionnaire survey is conducted on the Internet and WeChat mobile client. Factor analysis and structural equation analysis were used to conduct data processing and statistical analysis on the valid questionnaires collected, so as to verify the research hypothesis and draw the following conclusions:1. Perceived value can significantly and positively affect purchase intention.2. Perceived risk can significantly negatively affect purchase intention.3. Information quality factor can significantly positively affect the perceived value and purchase intention, and has a moderate negative correlation with perceived risk.4. Opinion leaders factor has a significant positive impact on perceived value, a significant negative impact on perceived risk, and a moderate positive correlation with purchase intention.5. Promotion factor has a significant positive impact on perceived value and has a significant negative impact on perceived risk, and it is positively and moderately correlated with purchase intention.6. Interaction factor significantly positively affect the perceived value and purchase intention, and is moderately related to perceived risk.

Therefore, the following recommendations are put forward:1. Enhance the perceived value of college students.2. Reduce perceived risks and enhance the trust of college students.3. Improve the information quality of WeChat marketing and pay attention to the form of marketing.4. Attach importance to and make full use of the influence of opinion leaders.5. Innovative forms of promotional activities.6. Enhance interaction with fans.