An Investigation Of Social Presence Impact Factors In We Chat Instant Marketing

Integrating social presence theory, social facilitation theory, technology acceptance model and Hofstede's cultural dimensions in virtual communities, a structural model of Wechat users' social presence is formed and analysed which exploring the mechanism of multi-dimensional social presence on virtual identification processes and cognition mechanism. The results showed three dimensions of social prescence in logical arrangement: affective social presence, awareness social presence and understanding social presence. Leveraging the conceptual model, a relaiable and valid benchmark scale is developed. We also identified latent – partial mediation of both utilitarian value and trust in this link.This study is constructed as follows:Section 1 discussed descriptive statistics of indepth interview and background literature regarding social presence and existing studies of this construct in relation to virtual communication is analyzed. The investigation recognizes the definition of social presence as the perception of the other beings present by interactive engagement with others in virtual spaces.Section 2 integraties social presence theory, social facilitation theory, technology acceptance model in virtual communities, a structural model of Wechat users' social presence is formed and analysed logically. All hupotheses were confirmed. We identified latent – partial mediation of both utilitarian value and trust in this link. Affection social responsibility has a substantial impact on trust, which in turn increases the experience of the user. Higher understanding social presenc can be achieved by more accessible connectedness and more sympathetic interaction that link the users to activities and preferences of friends. Along with utilitarian value, higher understanding social presenc enhances the experience of the users.As social context lends itselt to cultural differences, a relatively high correlation between theory of Reasoned Action and Hofstede's cultural dimension, it is recommended to test mediation effects. In my study, higher sence of trust generates impacts that eventually lead to reduced uncertainty. Reluing on friends rather than on information databases and more human-like interation enhances the marketing efficiency online and online.