Research On College Students' Purchase Willingness Based On Micro - Credit Platform

In the context of present mobile internet era, mobile social software has become an indispensable part of our daily life, We Chat, which is emerged in 2011 that has 600 million users, has been in leading position among current mobile social tools with various functions and strong social relation chain, convenient communication platform and private and accurate communication methods, and the number of users still keeps increasing. In the face of such huge number of users and development prospect, many enterprises are slaving over We Chat cake.From the date of birth, entertaining social nature has already been decided by We Chat’s communication nature, which also is doomed that people would not spend too much time on using We Chat rather than using We Chat to relax in fragmented time, such as during dinner break, car waiting travel, studying or working clearance, or before sleep. Compared to other classes, college students is the group that has most fragmented time without doubt, meanwhile, as the group of people who grows up in the context of new mobile social era, college students has relatively high-level knowledge and curiosity for the world with courage to try, and is willing to accept new things. Most importantly, they are generally high-quality people who are enthusiastic about social network, on-line shopping, and sharing shopping experience. Therefore, with college students as study object, whether college students use We Chat platform to shop, what factors do affect purchasing intention and how enterprise use We Chat to run marketing to stimulate We Chat purchasing intention of consumer are explored to provide reference based on the information about using We Chat.In this paper, related documents are reviewed first, and related documents about We Chat, online shopping and purchasing intention are sorted out and concluded, then with We Chat users as study sample, 8 assumptions are proposed, and study model of We Chat purchasing intention of college students is built with technology acceptance model as basis and theory of planned behavior and rational behavior as support thought small scale interview. The We Chat purchasing intention of college students is analyzed by means of this model with perceived ease of use, perceived usefulness, risk attention and trust as independent variable, user attitude as intermediate variable and purchasing intention as dependent variable. As for study methods, the questionnaire used for this study is revised and organized by means of deep interview, previous basis and purpose of this study. However, with students from Yunnan University, Kunming University of Science and Technology, Yunnan University of Finance and Economics,Yunnan Normal University,Yunnan Agricultural University as study object. Questionnaire are given out and taken back, and analysis is carried out according to valid questionnaire by using SPSS18.0 and AMOS21.0 software in mathematical statistic method, and discussions are carried out on the basis of analysis result to propose suggestions for study result.It is concluded after empirical analysis that:(1) Conventional technology acceptance model is still working when consumer’s purchasing intention based on modern shopping platform was studied in mobile social era.(2) When college students are sensing that We Chat shopping is useful to them, and purchasing process and payment are easier to operate, they would trust operator more, and have more and stronger intention to shop on We Chat platform.(3) When college students are sensing that We Chat shopping has higher risk, they would have lower purchasing intention to shop on We Chat platform.