Study On The Impact Of WeChat Community Embedding On The Purchase Intention Of Mobile E-commerce Consumers

Network community can be understood as gathering individuals with the same purpose for content production and forming a certain social network based on information technology.The functions of online community applications are increasingly enriched,from simple and timely communication to news push,payment transaction,games,public services,etc.,which can be realized on the application of online community,and the user stickiness is constantly enhanced.The continuous development of network community applications for mobile electricity business model provides a new train of thought,namely if the embedded network community,based on the community to carry out the marketing services,combined with the social circle,location services,can affect to develop mobile e-commerce brand impression in the consumers' mind,further improve the consumer's purchase intention.Based on the basic theory of online community and consumers' online purchase intention,this study takes WeChat community as the research object to explore the impact of WeChat community embedding on the purchase intention of mobile e-commerce consumers and what enlightenment it has for the development of mobile e-commerce enterprises.The theory of planned behavior was studied,and the effects of social interaction,social information usefulness,social promotional activities,frequency of social information release,individual trust tendency of community members,individual payment ability of community members and the length of joining WeChat group as seven factors embedded in WeChat community on consumers' online purchase intention were discussed.The results showed that the social interaction,the usefulness of social information,social promotional activities,the individual trust tendency of community members and the time spent in joining WeChat group all had significant positive effects on consumers' attitudes.The frequency of community information release and the individual payment ability of community members have no significant positive effect on consumers' attitude;Consumers' attitudes,subjective norms and self-efficacy all have significant positive effects on their purchase intention.Based on the research results,the following enlightenment is drawn: enterprises can establish relevant database of community members,and analyze the trust tendency and individual payment ability of community members;Formulate reasonable information release rules,regularly and timely organize information within the community;Conduct promotional activities within the community on a regular basis.SPSS19.0 and AMOS19.0 were used to analyze and verify the collected data,and the results showed that some factors in the WeChat community had a significant effect on purchase intention through mediation variables.