Research On Factors Affecting Consumer Acceptance Of Wechat Marketing

With the rapid development of mobile Internet and communication network upgraded by Telecom Operators, the number of mobile phone users continues to grow in China. In recent years, with extensive use of smart phones and tablet computers, mobile Internet life has become an important way of living.The WeChat of Tencent Company opened a field of mobile social marketing. WeChat marketing has become a research focus in the field of mobile marketing.Through literature review, this thesis found that the research about WeChat marketing primarily focused on the pros and cons of developing WeChat marketing, how to develop WeChat marketing and platform construction and operation. However, very little research has addressed on consumers’intention to accept WeChat marketing. Based on consumers’intention to accept WeChat marketing and the Unified Theory of Acceptance and Use of Technology (UTAUT), this thesis analyzes the factors affecting consumer acceptance of WeChat marketing. According to the summary and analysis of previous studies, this thesis proposes the core concept for this study, determines four influence factors of efforts expectancy, performance expectancy, social influence and service quality, sets gender and age as adjustment factors, and establishes a theoretical model. This study is based upon the empirical research method. An extensive questionnaire survey is carried out. Based on the questionnaire results, the software of SPSS20.0 is used for data analysis and processing, as well as the model analysis and testing.The results indicate that effort expectancy, performance expectancy, social influence and five dimensions of service quality (interaction quality, content quality, connection quality, contextual quality, privacy concerns) have significant effects on consumers’ acceptance of WeChat marketing, while one dimension of service quality (device quality) does not significantly affect acceptance intention. Gender and age have a moderating effect on the relationship between effort expectancy, performance expectations, social influence and acceptance intention, but haven’t a moderating effect on device quality of service quality, this thesis will explain it.Finally, based on the study results, strategies for improving the consumers’intention to accept WeChat marketing are proposed to provide guidance to the development of WeChat marketing.