On The Generic Third-Person Effect Of Luxury Overseas Purchasing In Wechat Marketing

An on-line questionnaire survey has been carried out to the 502 adult women who have received overseas purchasing information from Wechat. Women’s different perception and behavior have been studied based upon the above data dealt with by STATA11.2 in combination with T test and correlation analysis and robust multiple regression analysis. The third-person effect, the second-person effect and the first-person effect are included in the effect perception. Behaviors include luxury purchasing, masking luxury purchasing and advocating the policy of dissemination limit censorships.The findings are as follows. At first, three above-mentioned effects universally exist. Those women who are seldom influenced by the overseas luxury purchasing information have the third-person effect perception and others are more interested in this information than themselves. Those women who are slightly influenced by the overseas luxury purchasing information have the second-person effect perception and they and others are influenced by this information to some extent. Those women who are strongly influenced by the overseas luxury purchasing information have the first-person effect perception and have bigger influence than others by this information. The above-mentioned three effects are caused by cognition social distance and many variants. The second, the complex relationship between effect perception and behavior has been exploited by introducing a new research variant from specific behavior expected to others. Furthermore, information significance is the critical variant to the women’s behavior on masking luxury purchasing and advocating the policy of dissemination limit censorships. The most notable issue is that only when women have the first-person effect perception about overseas luxury purchasing can their later purchasing behavior be predicted. Then, if one wants to let the second-person effect perception and the third-person effect perception gradually change into the first-person effect perception, credibility, involvement, inter-personal communication, knowledge, opinion leader and word-of-mouth communication will become important variants. Last but not least, the author tries to conclude the transitional relationships among the generic third-person effect theories based upon the above-mentioned research findings from the perspective of marketing communication.