企业微信营销对用户的购买行为影响研究

2012年8月,腾讯推出微信公众平台,通过群发文字、图片和语音三个类别的内容,旨在为企业提供更好的品牌推广服务.以技术接受与使用模型(UTAUT)为理论基础,构建企业微信营销对用户的购买行为影响因素模型,通过发放网络问卷调查搜集所需数据,利用结构方程建模(SEM)方法对206个受调查者的数据进行分析,结果发现信息准确性和一对一互动是影响品牌态度的显著因素,品牌态度是影响购买意愿的显著因素,购买意愿是影响购买行为的显著因素.最后针对性地提出了企业开展微信营销的对策和建议.

Research of corporate WeChat marketing on user purchase behaviors

In August 2012, Tencent released WeChat public platform, aiming to provide corporations better brand broadcast service by sending group texts, pictures and voices messages. Based on Unified Theory Of Acceptance and Use of Technology （UTAUT）, this paper develops a research model so as to explore influential factors of user purchase behaviors by corporate advertisement on WeChat public platfbrm. Empirical data are collected through online survey, and Structural Equation Modeling （SEM） is used to analyze 206 valid data. The result indicates that information accuracy and one-to-one interaction are significant determinants of brand attitude, while brand attitude is the significant determinant of purchase intention, and purchase intention is further the significant determinant of purchase behavior. Finally, this paper puts forward relative suggestions for corporations to develop WeChat marketing.