| With China’s national strength growing and the development of China’s Internet industry continuously toward a new height, the number of Internet users also showed a rising trend year by year. It is worth mentioning that the Internet-based technology derived from a series of new technology has become part of people’s life and work, in all of emerging technologies, especially in the e-commerce platform the most dazzling new star. The platform not only changed people’s traditional consumption idea, and opens the unimpeded information communication mode. At present, the application of e-commerce platform is more and more widely, at the same time, Internet marketing has become one of this century’s most popular marketing model, WeChat marketing has become the new favorite of the major companies in product promotion. In view of this, the present study begins with the e-commerce in fame WeChat as the research object, explores WeChat on purchase intention of the impact of interactive marketing.Among all types of Internet users, especially in college students the user’s largest, also is the main customer base for e-commerce, but also the main force of WeChat users. From online shopping preferences, shopping features, the number of purchases and other perspective, high school students in an important position in the army of online shopping, but also WeChat users are more active and higher acceptance of the primary user.The diversity of the characteristics of university life online, mainly contains the tendency to follow suit, psychological experience, such as advocating personality. In all characteristics, especially in the tendency of psychological experience is most important, especially in a stable and lasting cognitive experience have important influence on purchase intention. In view of this, the author during this research process, the most variable cognitive experience is an important research content.This research focuses on the following two questions in order to develop:(1) WeChat interactive marketing on the purchase intention can bring certain effect;(2) WeChat interactive marketing brings to the university life what is buying experience, at the same time, the experience for colleges and universities have what influence purchase intention.Firstly, the relevant research results were integrated analysis, and on this basis, to carry out the type of micro-channel interactive division. Secondly, to WeChat interactive, cognitive experience and the relations between and among purchase intention is analyzed. Finally, based on the 5 likert scale, in combination with small interviews and forecasting, research on college students’ online shopping.The survey is divided into two areas:The first part of the research is forecast to Xiangsihu College of Guangxi University for Nationalities 50 students for the survey, the students distributed a questionnaire to each person, after full recovered, analyzed the research results, to validate the rationality of the scale. The second part is a formal investigation, tthere are two main aspects of the research methods, the network questionnaires and paper questionnaires, randomly selected 200 college students in Guangxi University, which has 24 parts aside, remaining valid questionnaires. Relying on SPSS20.0 methods such as statistical analysis, correlation analysis, descriptive statistics to analyze effective questionnaire survey. Many conclusions are drawn, basically have the following:(1)WeChat interactive has very obvious effects on cognitive experience, at the same time, compared with interpersonal interactive, the effects of platform interactive of cognitive experience more profound;(2)WeChat interactive to college students bring great influence on purchase intention, at the same time, compared with the interpersonal interactive, platform interactive to college students have the impact on purchase intention of more profound;(3)Cognitive experience to purchase College Students bring a very significant impact, while the cognitive experience is a bridge WeChat interactive and purchase intention.On the basis of the above analysis results, the author in view of the enterprise to carry out the WeChat marketing interaction gives some feasible Suggestions:concerning and promoting Wechat platform to expand the user base;providing a good service and laying service cards;establishing good WeChat communication and confidential mechanism, enhance the user’s trust and recognition.Although this study proposed some relevant Suggestions, but also has many problems, mainly includes the research depth is not enough, the object of study has limitations, WeChat interaction analysis of relevant indicators such as enough. In this regard, at the end of this article, on the scope and direction of future development were defined:expanding the scope of the research object, setting up the perfect WeChat interactive model, increasing the WeChat interactive segmentation dimensions and so on. |
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