Study On The Influence Of The Interactivity Of WeChat Marketing On Consumers' Behavior Intention

With the development of mobile Internet,all kinds of application software based on smart phone,tablet and other mobile terminal has entered people's field of vision.Among these these apps,WeChat preempted the market quickly with the aid of tencent,its large number users and its own advantages,becoming the “super application”.As a kind of new media,WeChat brings us a lot of convenience and meanwhile opens up a new field for the enterprise marketing.The main purpose of enterprise marketing is to improve on WeChat users--consumers conversion rate,however,how to develop WeChat marketing to achieve this goal has become a hot topic between academia and industry.Based on this,this article will embark from the greatest character of WeChat----interactivity,to study the influence caused by the interactivity of WeChat marketing on consumer trust and behavioral intention.Firstly,on the basis of reviewing domestic and foreign documents about interactivity,trust and behavioral intention,the article carried on the definition of WeChat interactive marketing combining the works of predecessors and its marketing reality.It could be divided into three categories:consumer and corporate website interaction,consumer and consumer interaction,consumer and WeChat consumer service interaction;and selected the corresponding factors.At the same time,the consumer behavioral intention can be divided into search intention,purchase intention and recommendation intention,coupled with the intermediary variables of consumer trust,which constructed the research model and came up with the research hypotheses in this article.Then using questionnaire to collect data.After screening these data,applying SPSS20.0 to do descriptive statistic analysis,validity analysis,factor analysis,correlation analysis,regression analysis and the mediating effect analysis,which concluded the research conclusion of this article.The results of empirical analysis show that,firstly,perceived usefulness and perceived ease of use has a significant positive impact on consumer trust and behavioral intention;mutual aid has a significant positive impact on consumer trust and recommendation intention;personalization has a significant positive impact on recommendation intention;responsiveness has a significant positive impact on consumer trust,purchase intention and recommendation intention;secondly,consumer trust has a significant positive impact on behavioral intention;thirdly,consumer trust plays an intermediary and partial role in WeChat marketing and behavioral intention.Finally,based on the above conclusion,this article will present some suggestions for the enterprise from the interactive construction of We Chat marketing,sum up the limitation of this study and put forward the research prospects in the future.