The Study On The Influence Of Wechat Moments' Features On Purchase Intentions Of College Students

The Internet-economy era increases the influence of social media day by day.For example,as a typical social media platform,WeChat has not only changed people's living habits but also affected the information spread and consumption ways of the users.Based on the high viscosity of WeChat users,WeChat gradually becomes a special lifestyle recognized by people,and the "circle of acquaintances",building wide and expanding online and offline relationships with the individual as the core,is also recognized and accepted by more and more people.With the number of WeChat users rapidly increases,Tencent company also adds more functions to WeChat.As an important functional carrier of WeChat,circle of friends has become a platform for emotional communications among WeChat users,as well as the "main battlefield" of information sharing.In view of above situations,this paper takes the WeChat circle of friends as the research platform to define relative concepts such as characteristics of WeChat circle of friends,information quality,contradictory attitude and purchase intentions;builds the study model based on the stimulation-response(S-R)theoretical model of consumer behavior;and explores the influence of WeChat circle of friends on college students' purchase intentions with the open and interactive and strong relationship chain two characteristics of WeChat circle of friends as independent variables,information quality as the mediating variable,and contradictory attitude as the regulating variable.Taken questionnaire survey and statistical analysis as the main method and after scientific analyses such as reliability and validity analyses by SPSS 20.0 software and goodness-of-fit test on sample data obtained form formal investigation by Smart PLS 2.0 software,this paper draws the following conclusions:(1)the open and interactive and strong relationship chain of WeChat circle of friends are positively correlated to the information quality;(2)the open and interactive and strong relationship chain of WeChat circle of friends are positively correlated to the contradictory attitude of college students;(3)the information quality and contradictory attitude have a significant influence on college students' purchase intentions;and(4)the consumer's contradictory attitude positively improves the relationship between the information quality and consumers' purchase intentions.Two relative marketing points are put forward based on above descriptions:paying attention to the users' participation to improve users' trust;and focusing on customer experiencing to guide the information direction.