Research On The Forming Mechanism Of Brand Trust Based On WeChat Marketing

WeChat has been developing in full swing since 2011. The number of active users of WeChat has reached 650 million. The number of official accounts has surpassed 10 million, and it is still increasing at a speed of 15000 every day. Now nearly eighty percent of WeChat users has given attention to one official account at least. WeChat has gradually become a part of people’s life. The huge quantity of WeChat users make the marketing methods of WeChat official accounts attract the attention of merchants continually. Making Social Network Marketing well by using WeChat and seizing the market has become a necessity. But in fact, it is still in an early stage for enterprises to use WeChat to do network marketing. And there is still much room for WeChat’s development in business. How to use appropriate strategies to develop market, establish brand characteristics and enhance consumers’brand cognition and brand trust is an another challenge for the new media.At present, researches of WeChat has just started and the study of WeChat marketing is not mature. Although there are a lot of studies on brand trust, researches which combine WeChat marketing with brand trust are very rare. The study researches the forming mechanism of brand trust based on WeChat marketing, taking official accounts as the main object. Firstly, the study sums up seven characteristics of WeChat marketing according to the relevant literature——information quality, release frequency, opinion leader, oral spreading, interactivity, entertainment and customer service. Secondly, the study builds conceptual model according to previous brand trust models. Thirdly, the study makes empirical analysis by SPSS23.0 and LISREL 8.70 and draws a conclusion——information quality, opinion leader, oral spreading and interactivity affect brand trust directly on the one hand, on the other hand, they affect brand trust by brand cognition indirectly. Release frequency and entertainment affect brand cognition only. Customer service affects brand trust directly. In addition, brand cognition positively affects brand trust, brand experience plays a moderating variable in the model. At last, the study makes relevant recommendations about WeChat marketing combining with research findings.