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Study On The Influence Of Wechat Marketing To Customers’ Behavior Intention

Posted on:2016-07-07Degree:MasterType:Thesis
Country:ChinaCandidate:Y F RenFull Text:PDF
GTID:2309330461969470Subject:Business Administration
Abstract/Summary:PDF Full Text Request
With the coming of internet era, various kinds of application software have entered our life with the help of mobile phones and tablets. Wechat, one of the most popular software, has quickly attracted many users through the Tencent platform. Wechat has not only narrowed the space between people, but also attracted the attention of enterprises for some excellent functions, which leads to the boom of wechat marketing.This research targets at wechat marketing and aims to explore how its impact factors influence consumer’s behavioral intentions. Whether it is direct influence or indirect influence through intermediate variables? Based on theory of reason action, theory of planned behavior, technology acceptance model and AIS AS theory, impact factors of wechat marketing can be concluded as:perceived usefulness, perceived ease of use, perceived playfulness, perceived risk, interactivity and subjective norms. Meanwhile, customer’s behavioral intentions are divided into search intention, purchase intention and share intention. And theses have established the theoretical model of wechat marketing and customer’s behavioral intentions together with the two intermediate variables:trust and attitude. Later, data are collected through questionnaire.The collected data are analyzed through SPSS 18.0 and LISREL8.7 data analyzing software. The research results of this thesis indicate that different impact factors influence different behavioral intentions in different ways:some are direct influence while others are indirect influence through intermediate variables. This thesis concludes the research results in the end and provides some reasonable suggestions to enterprise’s wechat marketing.
Keywords/Search Tags:Wechat marketing, Technology acceptance model, Behavioral intentions
PDF Full Text Request
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