Research On Consumers’ Willingness To Accept Wechat Marketing Of Leisure Agriculture

As the functions of WeChat was widely used to spreading the marketing information,the marketing value has received a popular recognition by businesses and operators.But it had no significant effect on leisure agriculture.Utilization characteristic of WeChat,such as low-cost,high accuracy and strong relationship etc,to prompting the development of leisure agriculture has become a hot topic in marketing field.Through literature review,we found there was very little empirical research on the leisure tea manor WeChat marketing.Based on such background,this paper studies the adoption intention of leisure tea manor WeChat marketing from the consumer point of view,and the characteristics of WeChat was combined to constructing the factor of theoretical model which influence adoption intention as well.This thesis were selected in Anxi county,and derive a questionnaire by 5-point likert scale.The data of 284 valid questionnaires were analyzed by SPSS18.0 and AMOS17.0.The main research content and research conclusions are as follows:(1)Perceived usefulness,perceived ease of use,perceived precision,perceived playfulness,Perceived risk,perceived disturbance and Attitude has a significantly positive impact on consumer’s adoption intention of leisure agriculture WeChat marketing;(2)Perceived usefulness,perceived ease of use,perceived precision and perceived playfulness has a positive effect on adoption intentions;perceived disturbance and perceived risk has negative effects on adoption intention;Attitude was taken as the intermediate variable,to be used constructing the factor of theoretical model which influence customer’s adoption intention of leisure tea manor WeChat marketing;(3)The impact of Perceived playfulness factor is small,and social norms do not have a significant effect on attitudes and adoption intentions.In the end,combined the research conclusion with the present situation of WeChat marketing,this paper provides relative suggestions for operators,government and customers,which can provide some guidance for the marketing of WeChat.