The Research About The Factors For WeChat Viral Marketing And The Influence Of Them On Customers' Willingness To Share

In recent years, WeChat became the new, popular media of communication. Companies can use WeChat to spread marketing information in a short period of time between the potential or existing consumers, which is a very effective way of viral marketing. The users of WeChat are not only the receivers of marketing information, and also the distributors of it. The potential marketing value of sharing behavior of consumers attracted wide attention. Therefore, based on consumers' willingness to share for WeChat viral marketing, the thesis will focus on the factors for WeChat Viral Marketing and the influence of them on Customers' Willingness to Share.Firstly, the thesis reviews viral marketing research in recent years at home and abroad, and then summarizes the development of WeChat marketing, the empirical study of viral marketing and the relationship between consumers' behavior intention and attitude. As viral marketing via Wechat belongs to latest research field, five WeChat viral marketing factors are developed via literature research and in-depth interviews. The factors are relationship strength, opinion leaders, media richness, incentive and in time release. With five WeChat viral marketing factors as independent variables, consumer's attitude contained cognitive attitude and affective attitude as intermediary variables, the willingness to share as variable for results, the model of WeChat viral marketing impacting on consumers' willingness to share is built. Data analysis is employed for descriptive analysis, reliability test, exploratory factor analysis, confirmatory factor analysis, correlation analysis, regression analysis and the mediation effect analysis.Firstly, the results of exploratory factor analysis and confirmatory factor analysis show that the five WeChat viral marketing factors have good discrimination and explanation. The degree of the five WeChat viral marketing factors from strong to week are media richness, opinion leaders, relationship strength, in time release and incentive. Cognitive attitude and affective attitude has partial intermediary effect between five WeChat viral marketing factors and the willingness to share. Affective attitude has slightly stronger influence compared to cognitive attitude for the influence of the willingness to share. The empirical result will help the company to identify the influence factors of users to spread the viral marketing information and at the same time the suggestion is given to the company for viral marketing through WeChat.