Study On The Influence Of User Trust On The Purchase Intention In We Chat Moment

With the advent of the mobile Internet era,the attention of users gradually shifted from the traditional PC-side to the current smart phone,accordingly,more and more social behavior and trading behavior has gradually been transferred to the smart phone.Tencent timely introducted the mobile social software application We Chat that had got a large number of loyal users very quickly because of its character of real-time,simple,free and so.The launch of the circle of friends in We Chat features a new world of personal information,but also brings a new world for promotional activities to the major brands and various products.However,We Chat Moments is considered to have an immeasurable future,you can rely on its friend relationship to obtain user trust quickly,but there are studies that confirm the marketing in We Chat Moments is meaningless and invalid,and it can not really make the users to improve their purchase intention.In order to understand the influencing factors that influenced the users' purchase intention in We Chat Moments,this paper combines the models of the Internet shopping and the characteristics in We Chat Moments,and proposes the influencing factors model of users' purchasing intention in We Chat Moments.In this paper,the scale of questionnaire in this study is designed by the existing maturity scale,this paper divides the trust into two parts: the interpersonal trust between the users and the product information issuer and the product trust to the products that appears in We Chat Moments,determines the questionnaire through pre-research and formal survey,the sample data was analysed by factor analysis,correlation analysis,variance analysis,structural equation modeling and so on by statistical analysis softwares of SPSS 22.0 and AMOS 17.0,then,discusses and summarizes the conclusions,and makes some suggestions.The resulrs of this study validate the theretical model and the basic hypothesis.The main conclusions are as follow:(1)relationship strength,information quality,profession has a significant positive influence on interpersonal trust;(2)online shopping experience,information quality has a significant positive impact on product trust;(3)relationship strength has a significant negative impact on product trust;(4)interpersonal trust has a significant positive impact on product trust;(5)interpersonal trust has a significant positive impact on purchase intention;(6)different individual characteristics of users have a significant differences on purchase intention in We Chat Moments.