Study on WeChat Marketing Strategy Based on the Purchase Intention of Youth Group

Jingkun Zhao, Honglu Liu and Yilei Pei
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Jingkun Zhao: Beijing Jiaotong University, School of Traffic and Transportation, Beijing, China
Honglu Liu: Beijing Jiaotong University, School of Traffic and Transportation, Beijing, China
Yilei Pei: Management College, Beijing Union University, Beijing, China

Journal of Electronic Commerce in Organizations (JECO), 2017, vol. 15, issue 4, 39-56

Abstract: Recently, studies of WeChat Marketing Strategy based on the Purchase Intention have used TAM to help enterprises achieve high levels of marketing strategy but most have investigated only a component of TAM and neglect the role of entertainment, privacy and trustworthiness (belief in benevolence, belief in the competence, belief in the integrity) that are shown when people use WeChat. Therefore, a model that goes beyond TAM and include key relational concepts (entertainment, concern about privacy, trust,etc.) is developed. Entertainment,concern about privacy and trustworthiness are major parts of this model, which are based on strong theoretical foundations. Eleven hypotheses are formulated. Data on the constructs are collected from 384 respondents and analyzed by using regression analysis to test the hypotheses.

Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jeco00:v:15:y:2017:i:4:p:39-56

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