A Study On The Influencing Factors Of Micro - Letter Marketing To Consumers' Willingness To Purchase

In the modern society,with the continuous development of network technology and increasement of smartphones,various new social media platform are springing up.As the most widely used instant communication software,wetchat has been used by many people. Wetchat is a new network marketing platform which is based on many functions and the accumulation of a large number of users.As wetchat uses"one to one,accurate,timely" mar keting methods,it is more private and specific.As consumers pay more attention to safety, wetchat becomes a new marketing weapon which has a strong power to exploit the vast market.As we all know,consumers play a important role in the market.As a result, it is meaningful to explore how wetchat marketing influences consumers’purchasing intention.Afer reading a lot of review of the literature and theoretical analysis, this paper uses a depth interview to get the six factors of influence of wetchat marketing of enterprises.It includes brand popularity, information quality, marketing activities,users interaction,the opinion leaders’ recommendation and the relatives and friends’participation.At the same time,we add consumer perceived value as the intermediate variables to build the model of wetchat marketing that impacts purchasing intention.It also refers to the existing relevant scale to make measurements of every variable. It is corrected by means of preliminary investigation questionnaire item in order to form the final questionnaire and adopt the method of combination of online and offline to collect research data finally.The software SPSS 18.0 was applied to analyze the reliability and validity of inspection, correlation analysis and regression analysis.It can check the rationality of the model and validity of the research hypothesis.From the investigation, we come to the following conclusions:Firstly,the six extracted factors of Wetchat marketing have a good degree of interpretation on perceived value and purchasing intention.Secondly, the relatives and friends’participation.users interaction,marketing activities, the opinion leaders’ recommendation and information quality has significant influence on consumers’ purchasing intention.Thirdly, consumers’ perceived value has significant influence on purchasing intention.Fourthly, the relatives and friends’participation, users interaction, information quality, the opinion leaders’ recommendation and brand popularity has a direct and significant impact on consumers’ perceived value.Lastly,consumers’ perceived value makes mediating effect between the information quality,users interaction,the opinion leaders’recommendation, the relatives and friends’ participation and consumers’purchasing intention.According to the study, suggestions about wetchat marketing are made.(1) Improving user involvement with friends and relatives; (2) Strengthening the interaction with the user; (3) Paying attention to the micro letter information quality; (4) Playing the role of opinion leaders; (5) Enhancing brand awareness, (6)Attaching great importance to the marketing activities.