Research On The Influence Of We Chat Content Marketing On The Consumers' Purchasing Intention

In today's world,with the strong technological innovations in the Internet industry and smart phones occupying the communications market,the new media platform products mature.We Chat has a huge user base of instant communication tools,in numerous new media platform products unique advantage,We Chat marketing with its powerful and diverse functions and user data for the network marketing carrier,has established a new model of network marketing.Enterprises to We Chat content marketing to adopt "one to one,accurate,instant" marketing strategy positioning,highlighting its privacy and targeted.In the "network security" as keywords appear in front of users,the market has reminded us that the era of network security has brought.As a new marketing weapon,We Chat already has hard power and soft power,and is ready to explore the Internet market further.As we all know,consumers are one of the core roles of marketing activities,and a successful marketing model can increase consumer favor of the product.Therefore,this text is all from the actual departure attitude,take We Chat content marketing as a case,discuss its influence factor to consumer's purchase intention,is objective and important.This paper takes We Chat as the research environment,with the common users of We Chat terminal as the research object,to extract the enterprise We Chat content marketing three factors through depth interviews,and consumers' perceived value and trust as an intermediate variable of enterprise We Chat content marketing is how to influence consumer purchase intention.Finally,the A company is taken as an example to test the mechanism.The statistical results are mainly using SPSS17.0 and AMOS 17 to collect and analyze the collected data,and draw the following conclusions:(1)The factors that can affect We Chat's content marketing include We Chat's interest,interest and information personality.The information personality does not directly increase or decrease the purchasing intention of consumers,but indirectly affect the perceived value and trust of consumers as intermediate factors.(2)The three factors of We Chat's content marketing include: interest,interest and information personality of We Chat's content marketing can all be used as intermediate factors,and indirectly affect consumers' purchasing intention.(3)The perceived value of consumers has a more direct effect on their purchasing intention than trust.