Influencing Factor Research On Adoption Intention Of Wechat Marketing

The popularity of smart phone and mobile internet has brought great change into people’s life. The number of communication channels is increasing day by day, among which, instant communication tool is a very important one. Driven by a strong demand, it emerges endlessly both at home and abroad. With the fastest speed, wechat takes the place of micro blog and becomes the final winner. It reaches its zenith in the new media. As a more accurate information spreading channel, wechat marketing also has become a hot topic in marketing field. For enterprises use it to carry out marketing activities and spread information, wechat began to get people’s attention. Later critiques about wechat marketing appear, but on the whole, from the empirical perspective, there don’t have enough study. Based on such background, this paper establishes a model and studies factors influencing consumers’ intention to adopt wechat marketing, and then we hope to provide certain reference for enterprises on better wechat marketing.On the basis of predecessors’ excellent research results, this paper analyses wechat marketing and relative study of consumer’s adoption intention. In add to the characteristics of wechat marketing, the paper adds six variables, which includes perception awareness, perception pleasure, perception precision, perception disturbance, subjective specification and individual innovation. It also builds the factors of research model which influence consumers’ adoption intention of wechat marketing.The paper adopts the methods of empirical study, and designs the questionnaire by Li kete’s Five Scaling method. Firstly we do a preliminary investigation. According to the feedback, we adjust and modify the questionnaire, finally it comes into being. Through network diffusion, we get252valid questionnaires. By analyzing the statistics, reliability and validity, we test the structural equation and finally establish the consumer’s adoption model. The study shows that perceived usefulness and subjective norm have a positive effect on adoption intention. Perception usability, perception reliability and perception pleasure have a big influence. Perception disturbance has negative effects on users’ attitude. Perception precision plays a little role in positive effects, neither does individual innovation.In the end, combined the research conclusion with the present situation of wechat marketing, this paper provides relative suggestions for enterprises to effectively carry out wechat marketing.