Research On The Impact Of Fresh Food E-commerce Wechat Marketing On Consumer Sharing Intention Under O2O Mode

The popularize of Internet and mobile intelligent terminal makes wechat a indispensable tool in people's life,and the development of wechat public platform and wechat mall also have special importance for the company.Meanwhile,on account of the support of central policy,enterprises begin to attach attention to “Internet plus agriculture”,in which the most rapidly developed industry is “Internet plus fresh”.However,the high cost of logistics and storage restricts the development of Fresh food E-commerce which drives many companies to try “Wechat plus Fresh”,a new O2 O model integrating online to offline.Therefore,this paper studies the relationship between fresh food E-commerce wechat marketing and customer sharing intention and intends to provide theoretical support and policy suggestion for enterprises on improving their marketing strategy;expanding reputation effect and enhancing customers' brand loyalty and brand awareness.Based on the former researches,this paper puts forward four factors influencing wechat marketing,that is,information quality,ease of use,safety,and interactivity.The theory of use and gratification are used as the theoretical foundations and TPM model,S-O-R model and AISAS model are used to construct the model of this paper which takes perceived value and brand attitude as mediate variable and identification requirement as moderate variable.Combining the existing research and actual function of fresh food industry,this paper uses one on one small scale interview to design a questionnaire and obtains the first-hand data through investing 419 college students and young white-collars online and offline.Then this paper makes a descriptive statistic analysis,reliability and validity analysis and factor analysis by using SPSS,a structural equation model analysis by AMOS,mediating effect and moderating effect examination through Bootstrap,and then puts forward the suggestions and methods for promoting customer sharing intention based on the data analysis result.The main conclusions are:(1)The user of fresh food E-commerce are mostly young and their shopping attitudes are tend to be internet based.As the main customers of fresh food E-commerce enterprises,the young customers are more reliable on wechat and easier to accept new things.Since wechat users are tend to be aging,middle and old aged community residents are important potential customers that enterprises should seek for.(2)The functions of wechat public platform includes information quality,ease of use,safety of use and interaction which have a signification positive impact on perceived value and brand attitude.Customer sharing intention is directly influenced by perceived value and brand attitude,not wechat public platform function,whose indirect impact is conducted through perceived value and brand attitude.(3)Identity requirements have significant positive impact on customer sharing intention which means the stronger the customers' demand for obtaining others' recognition and praise,the more they're inclined to show their positive social image on the circle of friend,and the easier it is to share their information.However,identity requirements have no regulating effect on the relationship between perceived value and customers' sharing intention.Based on the above conclusions,this paper puts forward the marketing suggestions: enterprises should make clear of the position of wechat marketing;emphasis the quality of product and service;pay attention to the content quality and improve the customers' perceived value;make full use of the sharing function of wechat and enlarge the reputation effect.