A Study On The Willingness Of Purchasing Consumers Based On AISAS Mode

With the development of science and technology,which supported by the country's "Internet +" policy,the Internet has become an indispensable medium for people to live.Network consumer behavior patterns have also changed due to the changes in transaction channels,which the traditional AIDAM model into AISAS model.In addition,the We-Chat relying on its own huge user groups to solve the payment problem.The development and the formation of micro-business this social business marketing model causing the traditional electric business enterprises concerned.How to provide consumers with satisfied goods or services in this emerging business model? What factors in the consumer shopping process can improve their willingness to buy? How can traditional e-commerce companies better achieve business goals? These are the focus of this paper.This article from the micro consumer shopping behavior model into a starting point,to explore the various stages of the behavior of the consumer perception of the value of the key factors.First,based on the analysis of the status quo of micro-marketing and the study of micro-consumer shopping behavior model,combine the results of interviews with past scholars and interviews experienced micro-consumers.From the point of view of consumer behavior model,four forward variables of perceived value are proposed: communication environment change,channel relationship,channel value and word of mouth evaluation.Then,Based on the theory of network consumer behavior model,transaction cost theory,planned behavior theory,six degree separation theory and long tail theory as the theoretical basis of this study,the article analyzes the three dimensions of perceived value and perceived value(functional value,emotion Value and social value),the relationship between the three dimensions of perceived value and the willingness to buy,and the establishment of a theoretical model.Finally,through the questionnaire survey and the descriptive statistical analysis,reliability and validity analysis of the questionnaire results data,the structural equation model analysis validates the proposed conceptual model and related hypothesis.The results show that the influence of channel relationship and word of mouth evaluation on the functional value of network consumers' perceived value is significant,so do the communication environment changes,word of mouth evaluation and the channel value tonetwork consumption.What's more,the relationship between the channel value and the value of the channel has a significant effect on the social value of the perceived value of the network consumer,and word of mouth evaluation has a significant effect on the emotional value of the perceived value of the network.The functional value,the emotional value and the social value have a positive effect on the purchasing intention of the network consumers.Based on this conclusion,this paper provides suggestions and strategies for the micro-marketing of the traditional electrician enterprises,and provides theoretical guidance for the development of the social electric business.This will help the enterprises to carry out the micro-marketing activities and promote the micro-Business model healthy and healthy development.