Research On Wechat Business Platform Marketing Model Based On Perceived Risk Analysis

As a kind of communication software launched by Tencent in 2011,Wechat provides consumers with convenient and instant messaging services,which are favored by consumers.And as a new network marketing model,Wechat marketing has emerged and Wechat business also gets developed.As a new type of socialized distribution model,Wechat business emerging in the era of big data maintains a rapid expansion in the scale of their employment and the scale of transactions,and it gradually forms a situation where all are Wechat business.Wechat business began in the Wechat circle of friends,using the circle of friends to introduce the products,where advertisements are in various forms and the contents are vivid.It taps the potential users.And as the micro-marketing system continues to innovate,the micro-community has attracted the attention of Wechat business and is used to promote their goods.But the marketing value of micro-communities is not fully tapped and there is more room for development.Wechat shopping breakthroughs the constraints of time and space and facilitates consumers to meet their needs,but due to the lack of authenticity of the Internet and the anonymous nature of online transactions,customers are vulnerable to the uncertainties in the transaction.So both in the circle of friends marketing or the micro-community marketing,Wechat business should know which kinds of risks consumers will be aware of and what are the influencing factors of them,which is important to improve consumers’ acceptance.And the credibility of information source has a direct impact on the effectiveness of communication between the two parties,which is important to the generation and maintenance of consumer’s viscosity.Therefore,based on the theory of perceived risk,this study establishes a model among Wechat business marketing platform,perceived risk and consumer purchase intention,introducing information source credibility as a regulatory variable.The structural equation technique was used and the result found that: Compared with the social circle of friends,the micro-community makes it easier for consumers to generate purchase intention.The credibility of the information source plays a regulatory role between Wechat business marketing platform and purchase intention.Economic and privacy risks play a reversely intermediary role between Wechat circle of friends and consumers’ purchase intention as well as between micro-community and consumers’ purchase intention;functional risk,social risk,time risk,physical risk,service risk and psychological risk play intermediary roles between Wechat circle of friends and consumers’ purchase intention,but do not play intermediary roles between micro-community and consumers’ purchase intention.On the basis of theoretical research,this study puts forward some improvement tactics to circle marketing and micro-community marketing in order to provide reference for Wechat.