Research On Influential Factors Of College Students WeChat Mall Shopping Behavior

With the development of Mobile Internet technology,the mobile e-commerce increases rapidly.Consumers don't need to step into the store and select the goods they want,or sit down in front of the computer.They need a smartphone or a Pad.connect the mobile Internet get into the mobile e-commerce,consumers can select the goods they want.At the end of 2014,mobile shopping mall walked into WeChat platform,formed a new form of mobile shopping--WeChat shopping mall.Since WeChat mall was founded,the target group aimed at college students' market,many big WeChat malls have access to the college campus for promotion.College students as the main users of WeChat,like electronic social form,and willing to try and accept new things.College students need to balance many things,class,club activities and practice internship,free time is more fragmented.WeChat shopping mall will be able to effectively utilize their fragmented time,when chatting with friends can complete WeChat shopping.Since WeChat shopping mall is at the growth stage,the mechanism is not perfect,WeChat mall owners lack management experience,leading to low consumer satisfaction.Although there are many researches in wechat marketing,but mostly stay in the aspect of theory analysis,few empirical studies.In addition,WeChat mall has been developed rapidly in recent years,but the research is limited in this area.Based on the empirical method to research the WeChat mall shopping behavior of college students can enrich WeChat marketing related theory,at the same time provide WeChat mall management advice.This article is based on the theories and models of relative research,we study the model framework,college student is the research object,by designing the questionnaire,send questionnaires to collect data Ro explore influencing factors of college students WeChat mall shopping.Referencing authoritative experts and scholars research methods,this paper studies the construction of a model based on the theory of planned behavior.By WeChat mall shopping experience of college students interview survey found that perceived quality,perceived service quality,lower perception,perception and convenient as well as the perceived risk will affect WeChat mall shopping attitude.So added these variable factors in the research model,and used SPSS21.0 to analyze data,and illustrated the influence of these factors.Also through the data analysis,this paper explores in WeChat mall shopping,attitude.subjective norm and perceived behavior control for WeChat mall shopping intention,intention for WeChat mall shopping behavior and the effect of perceived behavior control effects on the WeChat mall shopping behavior.Finally,in combination with the results in this paper,we made suggestions to WeChat mall merchants and WeChat platform,for the purpose to promote WeChat mall improve and increase sustainably.