Research On The Influencing Factors Of Community Consumers' Purchase Intention Based On The SOR Model

In early 2020,the rampage of "novel coronavirus"(COVID-19)leads to the spread and prevalence of new pneumonia,seriously affecting people's lives and all walks of life.Worried about the spread of the virus through dense crowds and close contacts,people generally respond to the country's call to have a break and stay at home during the Chinese New Year holiday.At the same time,social APPs represented by We Chat are particularly active based on their wide usage.All kinds of information and reports are widely spread through We Chat communities,and people's various shopping needs are also met through We Chat business channels.Based on S-O-R model and consumers' impulse buying among other theories,and combined with the reality of the influencing factors of consumer shopping intentions,relevant factors in four dimensions,namely,product features,advertising features,community influence and consumers' impulsive trait are selected as independent variables to build a model based on S-O-R to study the role of these factors on consumers' purchase intention,and eventually produce the process of buying behavior.This paper also proposes nine hypotheses.Through the establishment of models,proposing hypotheses,data collection and empirical research,the following conclusions are drawn:1.Product features have significant positive effect on consumers' shopping intention.Product features include product performance price ratio and novelty,to which consumers are more sensitive.On the process of community-based marketing,We Chat businesses can effectively promote consumers' willingness to buy if they can offer enough discounts on the price of products and guarantee the quality of their products.2.Advertising features have significant positive effect on consumers' willingness to buy.The attraction and reward of advertisements have a significant influence on the purchase intention of consumers.Although We Chat business does not have face-toface contact with consumers in the network platform,the attraction and reward produced by the quality of the graphic quality of advertisements can promote consumers' willingness to buy.3.Community influence has a positive effect on consumers' willingness to buy.In the communities established by Wechat businesses,group members based on certain social relationship will observe and acquire the reaction of other community members to products.If a product recommended by We Chat businesses can receive positive comments by other community members such as making recommendation and giving a “Like”,it will spur consumers' purchase intention during the wait-and-see period.4.Products' features do not significantly affect the impulsivity of consumers.This shows that in the community environment,product price and quality are not enough to stimulate the consumer impulse,and also confirms the community marketing in the socalled "product is not the key,who is important to recommend" industry view.5.Advertising characteristics can positively affect the impulsivity of consumers.Because the pictures,videos and texts contained in the advertising features are strong external stimuli,and the information including time-limited promotion and discount will bring huge impact on consumers' psychology,thus affecting the impulsivity of consumers.6.Social influence has a significantly and positively effect on the impulsivity of consumers.Consumers who have no intention of shopping tend to follow suit and become impulsive under the influence of the interaction of community members.Therefore,Wechat business should carefully design activities to enhance the activity of the community and attach importance to the communication and interaction among members of the community to influence the impulsiveness of consumers.7.In the community environment,consumers' impulsivity is affected by community factors,which cannot significantly affect their purchase intention.Because there will be positive emotions or negative emotions in the community,the psychological state of consumers will have a relevant impact.By observing and learning in the community,consumers' purchase intention has been significantly affected,and the effect of consumers' impulse purchase tendency on the generation of purchase intention is not significant.8.Consumers' impulsivity has no significant influence on purchasing behavior.Because in today's environment abundant with e-commerce shopping channels and advertising information,consumers are faced with many choices and don't have to worry about not being able to buy their favorite products.Even if they see products they like in We Chat business communities and have the intention to buy them,they won't do it immediately.Based on the above research and analysis,this paper puts forward relevant suggestions on consumers' shopping decisions and social marketing of We Chat business.For consumers,after getting the product information recommended by We Chat business in the community,they need to think and observe more rationally.In addition to comparing the price and quality of products and analyzing the content of advertising information,they also need to pay attention to the interactive feedback of community members to make more rational shopping decisions.For We Chat businesses,firstly,products with attractive prices and guaranteed quality should be recommended to attract the attention of consumers in the community.Secondly,efforts should be made to improve the graphic quality and creativity of advertisements,and the promotional information such as discounts and red envelopes should be added into the advertisement to attract customers.Thirdly,attach importance to strengthening the effective interaction of members in the community,which can form marketing fission and promote consumers' purchasing intention.Through the above methods,the effectiveness of We Chat business' s community-based marketing can be effectively improved.