The Research Of The Consumers' Purchase Intention In C2C We Chat Shopping

With the rapid growth of the number of online shopping users in china,and the gradual maturity of mobile phone network purchase,networking shopping based on interpersonal relationships develops rapidly.As a new social network shopping,C2 C WeChat shopping's marketing mode is controversial in the beginning.However,with the relevant specification documents issued,C2 C WeChat business industry gradually standardize.Its development potential is very big.In this context,the research of the consumers' purchase intention in C2 C WeChat shopping can not only enrich the theory of online consumer purchase intention,but also has some practical significance to the development of C2 C WeChat business.This paper summarizes the status of domestic and foreign WeChat research and the theory of the network consumer purchase intention,based on the technology acceptance model,combined with the characteristics of C2 C WeChat shopping,from the three dimensions of the product attribute,service quality and the relationship,puts forward the research model and hypothesis of the consumers' purchase intention in C2 C WeChat shopping.Through the SPSS21.0 software to analyze 294 valid questionnaires,the research hypothesis are verified one by one,the results show that:(1)product attributes,service quality and the relationship have a positive effect on Consumer perceived usefulness in C2 C WeChat shopping,and the influence coefficient of service quality is highest;(2)product attributes,service quality and the relationship have a positive effect on consumers trust in C2 C WeChat shopping,and the influence coefficient of service quality is highest;(3)the consumer perceived usefulness and consumers trust have a positive effect on the consumers' purchase intention in C2 C WeChat shopping,and the influence coefficient of consumers trust is higher;(4)Risk concern have negative impact on the consumers' purchase intention in C2 C WeChat shopping.Therefore,product attribute,service quality,relationship between sensibilities,usefulness,trust,risk concern have direct or indirect effects on the consumers' purchase intention in C2 C WeChat shopping.In the influence of product attributes,service quality and the relationship on the consumers' purchaseintention in C2 C WeChat shopping,usefulness and trust played a partial mediating role.Finally,based on the results of empirical analysis,this paper gives some suggestions on the promotion of the consumers' purchase intention in C2 C WeChat shopping.This research will help the C2 C WeChat business customize the WeChat marketing strategy,according to their own situation,and enhance the consumer purchase intention.So as to improve the market competitiveness of the C2 C WeChat business in China's online shopping market,and further promote the development of China's C2 C WeChat business.Up to now,the theoretical and empirical study is rare on the consumers' purchase intention in C2 C WeChat shopping at home and abroad,so the research results of this paper will help to expand the field of research.