Research On Influencing Factors Of Purchasing Behavior Of Wechat Business Customers

The rapid development of Mobile Internet,the high coverge of social application platform and the popularity of smartphones,have given rise to a new E-commerce model with Chinese localization features that is Wechat Business.Wechat Business is a new social distribution model in mobile Internet times,has become a new format of the sharing economy in our country.Wechat Business is a special economic market,it provides extended consumers with great convenience in the production and life,and also offers extended entrepreneurs good opportunity and conditions.It is key to sustained and healthy development of wechat business that the consumers choose and believe this trading model.However,the current research is mainly focus on wechat business about its concept,features,existing problems,development trends and entrepreneurship etc,and the study of the consumer buying behavior is rarely few in wechat business environment.So this paper,which researchs influncing factors of wechat business consumers buying behavior,has important theoretical and practical significance.In this paper,the author firstly combines and summarizes the relevant literature at home and abroad,making a brief review about the research status,which includes wechat business and influencing factors of customers' purchasing behavior in network environment,and determining the target and content in this thesis.Then it defines the concepts of the wechat business,and it is discussed in depth about the development history,business model and industry attributes etc.Next,it sorts out and sums up the main factors which affect on the wechat business consumers' purchasing behaviro,that based on conbining with previous research results and the recent development of wechat business.Finally,To modify and improve the traditional Technology Acceptance Mode(hereafter referred to as TAM),beside this model has existing three variables,including perceived usability,perceived usefulness and behavioral intentions,this paper introduces four variables,including perceived risk,social interactions,trust and convenience,setting up the model about influencing factors of wechat business consumers buying behavior.This paper collects related data through questionnaie survey,and to analyse the reliability and validity of effective sample data.To calculate the relevant data of the model using the method of structural equation model in this paper,doing path analysis and verifying hypothesis.The study found that convenience,trust,perceived usability,perceived usefulness and social interactions are all positively associated with buying intentions,perceived risk has a negative impact on buying intentions,and the effects are all significant.In addition,Perceived usability has a positive impact on perceived usefulness and trust,buying intentions are positively associated with buying behavior,and the effects are all significant.All of the nice hypotheses proposed in this paper are supported.The order about the effect of six variables on the purchase intention slowing down is perceived usability,trust,perceived risk,social interactions,convenience,preceived usefulness.Finally,the author put forward some suggestions based on the results of the empirical study,providing a reference for the sustainable and healthy development of the wechat business.