Research On Promoting College Students' Consumption Willingness Based On WeChat Word-of-mouth

With the rapid development of Internet technology,people's lives are also changing imperceptibly.In the era of electronic information,people can quickly receive all kinds of information across the limitations of time and place.Wechat is a new media platform.Since its launch in 2011,it has been quickly accepted by the vast number of netizens.At present,Wechat has penetrated into people's lives.More and more enterprises begin to carry out a series of marketing activities with the help of Wechat platform,and Wechat word-of-mouth has also emerged.College students are the main contactors of the Internet.They are not only the most popular group contacting Wechat,but also have huge consumption potential.Therefore,this paper proposes a study on the influence of Wechat Word-of-mouth on College Students'consumption intention.Firstly,this paper elaborates the research background and significance,analyses and summarizes the current research situation at home and abroad,introduces some related concepts,and elaborates the basic theory of the research;secondly,referring to the previous research foundation,defines the variables of this paper and designs questionnaires,distributes small-scale questionnaires for the target population,and according to feedback.Opinions modify and delete the items of the questionnaire,and eventually issue formal questionnaires to collect data.On the basis of theoretical analysis,this paper elaborates the overall idea of constructing the topic model,and divides the variables involved in the model into dimensions.Then,after consulting the relevant literature,it explores the relationship between variables and makes relevant assumptions according to the research model.Finally,SPSS 19.0 is adopted.With AMOS 22.0 statistical analysis software,descriptive statistical analysis,correlation analysis,regression analysis and mediation effect analysis are carried out on the collected effective data,hypotheses and research models are tested,and the analysis results are obtained,and management suggestions are put forward.It is found that there is a significant positive correlation between WOM and trust;there is a significant positive correlation between trust and consumption intention;there is a significant positive correlation between WOM and consumption intention,among which product involvement has the greatest impact on purchase intention and redistribution intention respectively;trust plays a mediating role between WOM and consumption intention.Relevant conclusions of this study can provide reference value for Wechat word-of-mouth marketing.Enterprises can put forward targeted strategies of Wechat word-of-mouth marketing according to the conclusions of this study,and improve the level of marketing management of enterprises.