| In the era of network economy with information technology developing rapidly, WeChat marketing quickly gets the favor of many enterprises because of its characteristics such as high speed, convenience and extensive, more and more enterprises push products, service and brand information to customers to promote brand through the WeChat public platform. It has become an important issue that Enterprise how to design and deliver high quality information content that can attract customers better, increase customer perceived value and improve customer brand loyalty in both business and academia. Therefore, this study tries to explore the influence mechanism of each element of information content pushed by WeChat public platform on customer perceived value and customer brand loyalty through empirical research to propose measures to enhance customer brand loyalty.First of all, through the study of relevant literature at home and abroad, this paper introduces the theories about the WeChat marketing, customer perceived value and customer brand loyalty, which lays the theoretical foundation for subsequent research.Secondly, the information content pushed by WeChat public platform is summarized as four elements: the accuracy of the information content, interesting, interest and personality. The conceptual model about information content’s impact on customer brand loyalty is constructed, relevant theoretical and assumptions are put forward.Thirdly, this paper gets 296 samples data through network questionnaire survey, uses SPSS19.0 and AMOS17.0 software to test reliability and validity of data, uses AMOS17.0 to analyze model and hypothesis through structural equation modeling method.Finally, based on the results of empirical research, this paper analyzes the concrete countermeasures to improve customer perceived value and raise customer brand loyalty from four facts of enhancing the accuracy of the information content, interesting, interest and individuality. |
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