The Impact Of Wechat Marketing On Consumers'repeated Purchase Intention On Shopping Website

The rapid development of technology has stimulated people to become more and more people prefer online shopping.The increasing demand of people leads to the emergence of more shopping websites,resulting in unprecedented fierce competition among shopping websites.If enterprises want to remain invincible in many businesses,they must find new marketing methods.Since it is launched in 2011,Wechat has rapidly occupied the APP market.As the most frequently used APP software,Wechat is highly sought after by enterprises.When enterprises promote products and brand on Wechat Public Number,they should take into account what factors of Wechat marketing will affect the willingness to repeat purchases of consumers,and what is the internal impact mechanism.Based on this,it is necessary to study the influence of Wechat marketing on the repeat purchase intention of consumers.Firstly,this study elaborates the background and significance of the research as well as the research status at home and abroad.Then it studies the concepts and connotations of shopping website,Wechat marketing,customers` experience value,repeat purchase intention,and summarizes the influencing factors of Wechat marketing of shopping website--information quality,promotional activities,online interaction,online payment,after-sales service.Based on the theoretical model of stimulus-organism-response,this study constructs the research model.In this study,the five factors are taken as the independent variable,which affect the customers` experience value,and then affect the repurchase intention of consumers.Secondly,the scale of this study was designed on the basis of the previous mature scale.The questionnaire was collected by combining the offline and online.SPSS20.0 was used to analyze the data.In the study,the hypothesis is tested by Confirmatory Factor Analysis.The results show that information quality,promotional activities and online payment have a positive impact on the repurchase intention through customers` experience value.Online interaction and after-sales service can not directly affect functional experience value,but can affect repurchase intention through emotional experience value.Finally,according to the results of the study,some suggestions are put forward for shopping websites to use Wechat public platform for marketing: focusing on information quality to gain consumer trust,focusing on activities to expand brand awareness,strengthening communication and interaction to improve communication quality,ensuring payment security and improving payment methods,and improving after-sales service to enhance service experience.At the same time,the conclusions of the study are summarized and the limitations are pointed out.