Research On The Anthropomorphic Marketing Effect Of WeChat Official Accounts

With the advent of information and internet age,WeChat has become a part of people's daily life.The marketing value and huge market potential of the WeChat Official Accounts has been widely recognized by the industry.Many enterprises,organizations and individuals have been involved in the WeChat Official Accounts.However,there are many problems in the operation of Official Accounts,such as little attention,low opening rate and insufficient activity of users,which restrict the long-term development of the Official Accounts.At present,a new trend of "personification" marketing promotion,which is quietly popular in the WeChat Official Accounts,is possible to solve this problem.The personification marketing method has gradually been used in the industry,but it has not attracted enough attention from the academic circles.Therefore,this paper mainly research on the anthropomorphic marketing effect of WeChat Official Accounts.The evaluation of marketing effect mainly starts from the user's perspective,and analyzes the influence of anthropomorphism on their attitude,willingness(willingness to accept and willingness to share).At the same time,this paper also analyzes the internal mechanism of the humanization of WeChat Official Accounts and finds out the intermediate variables on the personification marketing effect of WeChat Official Accounts.So,this paper mainly investigates and collects data of WeChat Official Accounts through single factor inter group experiment and questionnaire survey.The SPSS statistical analysis software is used to analyze the variance analysis and regression analysis to test the influence of anthropomorphic on its marketing effect,as well as the intermediary variables.Based on the results of data analysis,the following viewpoints are obtained: The anthropomorphic perception has a significant effect on the user's attitude,the willingness to accept,the willingness to share.Psychological distance and trust plays an intermediary role between anthropomorphic perception and user attitude.Attitude plays a intermediary role between psychological distance and user's will;attitude plays a intermediary role between trust and user will.