The Research On The Influence Of The Consumers’ Purchase Intention On The Wechat Marketing In Department Stores

Since the new century the Internet industry has a rapid development, especially the mobile Internet. According to the China Internet Network Development Statistics Report released by China Internet Network Information Center (CNNIC), by the end of June 2014, the number of Internet users has reached 632 million, and compared with the end of 2013, it has an increase of 14.42 million. It is worth mentioning that the number of mobile Internet use was 527 million, and the proportion is beyond the PC. Internet penetration is nearly half, especially the new increase users, whose number has about seventy percent and far beyond the others’ proportions. In this context, WeChat grows up quickly and "flourishes."For enterprises, understanding the customers’ willingness and stimulating the consumption can bring huge profits. The WeChat is also closely following the trend of the times and has a huge customer base, so how to use the WeChat to guide purchasing and the decision-making behavior of consumers has a great significance. From an academic perspective, there are a lot of researches on the purchase intention, but there is little to combine the WeChat with the consumers’purchase willingness, and then this paper is to study it.Research platform of this paper is the WeChat, and the object is the WeChat user. The intermediate variables are the perceived status and the trust status. Through the questionnaire, this paper uses the reliability analysis, the empirical validity analysis and regression analysis to study. The conclusions are as follows:Firstly, the brand awareness, the interaction degree and the practical information on promotion have a relation to the perceived status.Secondly, the information quality and the brand awareness have a greater impact on the trust status, but the interaction degree and the practical information on promotion is lower.Thirdly, in terms of willingness to buy, the brand and the interaction degree is most closely related to the purchase intention, and the information quality and the practical information on promotion are weaker.