From The View Of "ChaXuGeJu" The Effects Of Different Levels Of Trust On Purchase Intention And Purchase Behavior

Since the 1990 s,with the development of Internet technology,network marketing has gradually become one of the most important way of marketing.In recent years,the number of social online shopping users is also gradually expanding.WeChat,a mobile social application launched by Tencent company in 2011,with the rapid accumulation of enrollment,also gradually plays an important role in social online shopping.Wechat business shopping situation has much difference with the traditional network marketing situation(such as taobao,Tmall,jingdong,etc.).In Wechat business shopping situation,the WeChat users organize commercial promotion activities on the basis of its own WeChat friend circle.So in WeChat business context,the role of both buyers and sellers are often multiple(both friends and business partners).It makes the shopping behavior in Wechat business situation presents more complex mechanism.However,the existing literature is not to give full attention to this.In view of this,firstly,this article put forward the research model and research assumptions based on the literature studied before.Secondly,the research object are WeChat buyers and we collected 273 valid questionnaires,and used statistical analysis software SPSS22.0,Amos21 to make descriptive statistics analysis,scale reliability and validity analysis,confirmatory factor analysis and other related statistical analysis.Thirdly,this article test the research hypothesis by the hierarchical data regression.Finally,we draw the following conclusions:In the family and acquaintances relationship,personal trust has the most strong influence on buying intention,followed by circle trust and institutional trust.In the strangers relationship,institutional trust has the most strong influence on buying intention.In WeChat shopping scenarios,buyers purchase intention positively influence the purchasing behavior.In the relationship of "friends before business",role conflict moderate up the relationship between purchase intentions and purchase behavior.In the relationship of "friends after business",role conflict moderate down the relationship between purchase intentions and purchase behavior.In this paper,the contribution for theory mainly includes the following three points:(1)We empirically test the relationship between different levels of trust and buying intention in different types of buyers-sellers relations for the first time,enriched and expanded the research of network marketing;(2)We mixed the Chinese interpersonal social psychology theory and the integration of network marketing theory,enriched and expanded the Chinese marketing theory research;(3)In wechat business situation,we developed the scales of circle trust and role conflict.This article research conclusion also have certain management revelation for wechat business practitioners:firstly,WeChat sellers should pay attention to interpersonal relationship types.And according to the different relationship types,using the positive influence of different trust on purchase intention.Secondly,WeChat sellers should realize the role conflict in WeChat business situation.