Research On The Influence Of Audience Trust On We Media Audiences’ Purchase Intention

In the era of big data, network extending in all directions. The information spreading in the network, can be seen everywhere, and readily available. As more social behavior has gradually been "transferred" to the network, everyone is intentionally or unintentionally become a producer or disseminator of information. The Tencent Inc has developed a kind of mobile phone social software called "WeChat". It get numbers of users, with its features such as convenient, fast and free, and has brought new marketing space through Moments and Official Accounts. However, although we media has been considered to be immeasurable in the future, and can get a huge audience with its "fan effect", there are still a large number of researchers believe that marketing carry out on we media to is a type of virus, noisy and ineffective, and not really inducing consumer purchase intention.In order to understand what factors of we media can influence the audiences’purchase intention, this article will combine influence factors of online purchase intention with the strong interactivity factors, and present the influence factors model of the we media audiences’purchase intention. This study scale is based on the previous research about service recovery, and questions of the questionnaire are determined through the pre research and formal research, and will use the structural equation model to do some analyze. Overall, the research hypotheses and theoretical models of this paper have been effectively supported by the data.Results of this study showed that:as an audience of we media, (1) consumer purchasing decision-making style directly affect the purchase intention, and the effect on the trust of we media is more significant; (2) consumer confidence and trust would significantly affect the product purchase intention, and the effects are both positive; (3)both the interactive strength and its consequent between consumer and we media, as well as the expertness, have a positive effect both the trust on the media and the trust on products.This paper explores we media audiences’purchase intention affecting factors, according to the current situation of WeChat Moments and Official Accounts recommending, and promotes the development of marketing in we media.