A Research Of Corporate Wechat Precision Marketing Influence On User Purchase Intention And Purchase Behavior

Mobile internet dominates the mainstream of future internet. As theChina’s most successful mobile application, WeChat has offered hugemarket potential and bright future. In the beginning of2011, Tencentlaunched an innovative application WeChat, and then released WeChatpublic platform, mainly aiming to provide corporations creative marketingchannels and précising brand promotion service.On basis of WeChat public platform, this study explores the research ofcorporate WeChat precision marketing influence on user purchase intentionand purchase behavior. Firstly, reviews the development of WeChat,WeChat public platform and classic theories. Based on UTAUT, the paperdevelops a research model so as to explore influential factors of userpurchase intention and purchase behavior by corporate precision marketingon WeChat public platform. Empirical data are collected through onlinesurvey and Structural Equation Modeling (SEM) is used to analyze206valid surveys. The result indicates that information accuracy and one-to-oneinteraction are significant determinants of brand attitude, while brandattitude is the significant determinant of purchase intention, and purchaseintention is further the significant determinant of purchase behavior. Finally,this paper renders relative proposals for corporates to develop WeChatprecision marketing strategies.