Microboss's Information Source Characteristics Effect On Consumer's Willingness To Buy

As a free APP that provides instant messaging service,Wechat quickly has become one of the most important intelligent terminal communication tools since 2011.As the promotion of awareness and usage,Wechat's profit function gradually appears,and the number of its users mushroom in short order.Potential consumers of microbosses are always well-known to each other,so they got high relationships of trust and high quality of interactions,which make them easier to personalize their advertisements to real-time deliver the statements of their goods.By doing these,they can establish and maintain customer relationships specifically.However,most microbosses not only get any desired returns,but also lose some of their friends after they send advertisements frequently.Meanwhile,there are some microbosses can do well in the complex network environment,showing a rising trading volumes and a rising repurchase rate.These two diametrically opposite phenomenon are worthy of further exploration.In view of this,the author embarked on this study in order to provide a reference for the healthy development of microbosses.Existing studies show that information source characteristics may affect consumers' willingness to buy,so as a source for posting product information,microboss' s characteristic will play an important role during their activities.After microbosses posting their advertisement,their friends will hold a certain attitude towards advertising subjectively,which can be classified as advertising attitude.Advertising attitude has often been proven to impact on consumer's willingness to buy directly or indirectly in the fields of consumer psychology study.In the meanwhile,consumer involvement and other personal factors also play an important factor in the path of the willingness to buy.According to the empathy effect and attitude change model,this paper conducts a study on the influence of the microboss for their consumer's purchase intention based on analysis of information source characteristics.The author establishes a model of microboss characteristics(credibility,expertise,and attraction),consumer's advertising attitude,consumer's purchase intention,and consumer involvement.To collect data,the author issues questionnaire and collects 402 valid data sample.Using technology of structural equation analysis,the author found two of microboss' s characteristics(expertise and attraction)did show significant positive effects on advertising attitude and consumer's purchase intention,while credibility didn't;consumer's advertising attitude did show a partial intermediary role in the path.Therefore,microboss should focus on enhancing their professional knowledge of products and promoting their individual charisma.