Research On The Influence Of Agricultural Products WeChat Marketing On Users' Purchase Intention From The Perspective Of ELM

With the increasing function and influence of WeChat,more and more enterprises choose to sell agricultural products on the WeChat platform.The agricultural product e-commerce derived from the development of social platforms such as WeChat WeChat,QQ,Sina micro-blog has become a new way to expand domestic demand and promote consumption under the “Internet + Agriculture” national strategy.In the WeChat shopping,various information from corporate pushes,relatives and friends 'participation,and opinion leaders will affect users' purchasing decisions.It can be said that WeChat marketing has the dual attributes of informational and normative.Therefore,in-depth study of WeChat users' processing methods and attitude formation process of different attribute information is of great significance for agricultural production and operation enterprises to improve the marketing effect of WeChat and the purchase intention of users.Based on the existing literature,this article divides WeChat marketing into six dimensions: information quality,interactivity,perceived interest,source credibility,relatives and friends participation,and opinion leader participation.According to the ELM theory,the six dimensions are defined as central path and edge path,and the social influence theory and SOR model are combined to build a model of agricultural product WeChat marketing influencing the willingness of users with user attitude and group phychology as mediating variables.Taking WeChat users as the survey object,this paper uses SPSS21.0 and AMOS22.0 software to analyze the data based on 596 questionnaire survey data,and uses the Bootstrap method to test the mediation effect of the model.Finally,this article proposes the user's purchase intention improvement strategy based on the analysis.The main conclusions are as follows:(1)On the central path,the quality of information,interactivity,and perceived interest directly or indirectly have a significant and positive impact on users' purchase intentions.Among them,information quality,as a WeChat marketing feature,directly and positively affects WeChat users 'purchase intentions,and it can also indirectly positively affect users' purchase intentions through user attitudes.The interaction between agricultural product WeChat merchants and users indirectly affects consumers' willingness to purchase through a variable that affects user attitudes.Perceived interest also indirectly affects the user's purchase intention by influencing the user's attitude.(2)On the edge path,as a WeChat marketing feature,the source credibility directly and positively affects the user's purchase intention,and can also indirectly affect the user's purchase decision by affecting the herd mentality.The participation of relatives and friends and the participation of opinion leaders both indirectly affect the user's purchase intention through herd mentality.(3)User attitude and group psychology play an intermediary role in the model of agricultural product WeChat marketing to users' purchase intention.User attitude plays a part of the intermediary between the quality of information and the user's purchase intention.The herd mentality plays a part of the intermediary and complete intermediation of the credibility of the source,the participation of relatives and friends and the user's purchase intention.The research results also show that different consumer information processing capabilities and opportunities will lead to different path choices,and will also lead to inconsistent variables.Based on the above conclusions,this article proposes the following four marketing suggestions:(1)Pay attention to the quality of WeChat marketing information content,build authentic,accurate,and interesting marketing content,enrich the information content and innovative communication forms.(2)Make full use of The influence of information dissemination brought by the participation of relatives and friends and the participation of opinion leaders pays attention to the effectiveness of interpersonal relationships.(3)Create a good corporate reputation,increase the credibility of information sources,and build consumer trust.(4)Scientifically subdivide and manage groups with different information processing capabilities.