Research On Information Sharing Behavior Of Wechat Users And Marketing Strategy

The popularity of smart phones and extensive coverage of the network that have changed a series of behavior such as shopping,payment habits unprecedentedly.To a certain extent,users fully grasp the initiative to obtain and share information.Their information behavior have radially influence on the others in interconnected social network.WeChat’s features and platform advantages make it quickly become a new way of mobile marketing.Meanwhile,information sharing behavior of WeChat user has become the focus of attention.Nowadays,the imbalance between supply and demand of agricultural products in China has become a major obstacle to agricultural development.Traditional network marketing of agricultural products should keep pace with the changing environment and consumer behavior.Although many enterprises of agricultural products has launched Wechat marketing,most companies have not yet understood the significance and methods of WeChat marketing,leading to a non-ideal effect.It is of great importance to explore the method of agricultural products marketing based on behavior of user.This paper takes WeChat users as the object of research with combination of theory and practice.Firstly,based on the related theories literature review on user behavior theory and WeChat marketing,the theoretical basis and research direction of this study are determined.Secondly,the initial measurement scale of the information-sharing behavior of WeCat users(agricultural enterprises)are constructed on interviews and observations.At last,the theoretical model of this paper is established and put forward the hypothesis.Fixing the users of agricultural enterprises WeChat,the research extracting six factors that influence the information sharing behavior of agricultural enterprises WeChat users and add attitude toward using of WeChat users as the intermediate variables.Using SPSS21.0 software for statistical analysis of the collected data,the main conclusions are as follows:(1)influence factors of users’ information sharing behavior of agricultural enterprises WeChat are: Perceived ease of use 、 information content 、 Perceived interactivity、perceived interference、 perceived cost、 reward.(2)Perceived interactivity has no significant positive effect on the attitude and information-sharing behavior of agricultural enterprises WeChat users.Perceived cost has no significant negative effect on the attitude and information-sharing behavior ofagricultural enterprises WeChat users.In the hypothesis of the population characteristics,only some of the assumptions about the age of agricultural products WeChat users’ perception of information factors are supported,,and the other assumptions are all supported.Finally,based on the results of statistical analysis and hypothesis testing,the following strategies are proposed for WeChat marketing of agricultural products:(1)Perfect information content;(2)Improve the agricultural enterprises WeChat platform design;(3)reasonable information pushing;(4)Innovate marketing mode;(5)Enhance interactivity;(6)Precision marketing.