The Research Of The Impact Of Cosmetics Enterprises' Wechat Marketing On Female College Students' Purchasing Intentions

With the development of 4G,the era of mobile Internet which combines mobile communications technology and Internet,has come.Mobile Internet media meet people's immediate needs of interaction and information search in such a fast paced world.As the leader of instant messaging media in China,the app wechat's powerful functions provide a new direction for business marketing.WeChat,which is the fastest growing mobile Internet media,is not only providing the increasingly perfect functions including communications,life and entertainment but also changing the marketing channels for enterprises.More and more enterprises are beginning to join the battle of wechat marketing.The cosmetics industry has been developing rapidly in China,and the internet marketing has always been the focus of the cosmetics industry.The concept of wechat marketing in the cosmetics industry has been accepted by the public.With more and more cosmetics brands utilising wechat marketing,how should the cosmetics enterprises affect the consumers' purchase behavior through the platform of wechat? This is the inevitable question to be explored by all enterprises which are entering the field of wechat marketing.With more and more undergraduate students and postgraduate students paying more attention to cosmetics and skincare,it is important for enterprises to obtain a comprehensive understanding of factors affecting those students' purchase willingness if enterprises are willing to succeed in the platform of wechat marketing by meeting the corresponding demand of those students.In this paper are there six chapters.The first one is overview in which the background of the development of mobile Internet and media is introduced and research questions are pointed out.The core issue is to study whether wechat marketing can influence female college students and how to influence.Besides theoretical and practical contribution and research methodology and innovations are mentioned in the first chapter.The second chapter is an overview of literature and relevant theories.The third chapter is about research design and hypotheses in which in-depth interviews are conducted to obtain four dimensions of wechat marketing.This paper,on the basis of relevant theories and in-depth interviews,is to establish a model in which attitude plays as the intermediate variable and to studythe effects of cosmetics enterprises' wechat marketing on female college students' purchase willingness.The fourth chapter is about the design of questionnaires and collection of data.Based on literature review and theoretical model,questionnaires are designed to be released among college students on campus.The fifth chapter is the analysis of data designed to justify hypotheses and the model.This paper collects data from questionnaires,analyses data with SPSS20.0,and finalizes the conclusion.The sixth chapter is a conclusion of the study in which reasonable marketing advice is proposed and the possible research direction of the future is mentioned.The conclusions are: the four dimensions of wechat marketing including brand,information quality from wechat,communication & interaction from wechat,promotion from wechat have a great impact on attitude and purchase willingness respectively.And both cognitive & emotional attitude have positive effects on purchase willingness.Compared to weibo marketing,literature review about wechat marketing is relatively few.This paper not only studies wechat marketing but also specifies the industry as in cosmetics industry.Besides,this paper makes full use of not only quantitative but also qualitative research.Finally,this paper not only analyses the conclusions but also reveals the limitations of the study and the possibility and direction of future research and future development.