Research On The Influence Factors Of Word Of Mouth Communication Based On The WeChat Platform

With the rapid development of mobile Internet,WeChat has become the largest user of mobile social networking platform,WeChat word of mouse(It is called WOM for short in the following context)because of its convenience,interactive and enormous influence,has received more and more attention of academia and industry.Study the characteristics of micro channel word of mouth,explore what factors affect the WeChat WOM,and put forward constructive suggestions for the key factors,has important theoretical and practical significance.This study constructs a theoretical research model,from the source of WOM,the content of WOM,the recipient of WOM,and the enterprise factors involved in WOM,which are four factors that affect the communication intention.The data is analyzed by SPSS statistical analysis software,including descriptive statistical analysis,reliability and validity analysis,correlation analysis,regression analysis.The analysis results show that the source of professional,the source of reliability,the fun of the content,the credibility of the enterprise,personal self-interest motivation,personal altruistic motivation will be significantly positive to the WOM communication on the WeChat platform.Finally,this paper provides the enterprise some management recommendations about WeChat WOM marketing:enhance the credibility of the WOM source,such as cultivating loyal fans,using the professional website or public number for WOM marketing;enhance the fun of the WOM content,such as using unique and interesting creative content to attract audience registration and pay attention to enterprise social networking platform,combined with the hot issues making WOM content for event marketing,creating high transmission "viral" WOM content,with the WeChat interactive features giving audience participation;improve the credibility of the enterprise image,such as reducing the spread of negative WOM and ensure the quality of the product or service;stimulate the personal self-interest motivation of the communicators in the process of WOM marketing;excavate communicators who have strong altruistic motivation;according to different gender and different WeChat service life to implement differentiated WOM marketing.