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Yongji Wei. The influence of Wechat marketing on the purchase intention of millennial consumers : the mediating role of customer trust. Master's Degree(Business Management). Rangsit University. Rangsit University Library. : Rangsit University, 2023.
The influence of Wechat marketing on the purchase intention of millennial consumers : the mediating role of customer trust
微信营销对千禧一代消费者购买意愿的影响顾客信任的中介作用
Name: Yongji Wei
LCSH:
Social media
-- China
LCSH:
Marketing
-- Management
LCSH:
Purchase intention
Abstract:
Opinion leaders of WeChat release relevant information on product usage
experience to other users through WeChat platform to influence the recipients
purchase intention of the product. Millennials are the main consumer in Chinas online
shopping environment and the largest user group of social media users. Therefore, it is
of great practical significance for enterprises to study the influence of WeChat opinion
leaders on the consumer behavior of millennials.
This paper analyzes the influence of WeChat opinion leaders on consumers
purchase intention and introduces consumer trust as an intermediate variable. First,
this paper reviews relevant literature on social media opinion leaders and consumer
trust and clarifies relevant concepts. Secondly, a model is established based on the
results of literature research. Finally, this paper collects the relevant data using the
questionnaire and analyzes it. Based on the empirical research results, this paper draws
the following conclusions: First, the interaction, homogeneity and professionalism of
WeChat opinion leaders, product involvement and popularity have a positive impact
on the trust of millennial consumers. Second, WeChat opinion leaders also have a
positive impact on consumers purchase intention. Third, consumer trust will promote
the generation of purchase intention. Fourth, consumer trust plays a positive
moderating role between the influence of WeChat opinion leaders and their purchase
intention.
Abstract:
微信中的意见领袖是通过微信平台向其他的用户发布相关的产品使用体验从
而使得信息接受方对于产品的购买意愿造成影响。而千禧一代是中国网络购物环
境下的消费主体，也是社交媒体用户中最大的使用群体。因此，通过研究微信意
见领袖对千禧一代消费行为的影响对于企业而言具有非常重要的实践意义。
本文将分析微信意见领袖对消费者购买意愿的影响，同时还引入了消费者信
任作为中间变量。本文首先对社交媒体意见领袖，消费者信任等相关的文献进行
了梳理，明确了相关的概念。其次，基于文献研究的结果建立了模型。最后本文
利用调查问卷收集了相关的数据，并进行了分析。根据实证研究结果，本文得出
了以下的结论：首先，微信意见领袖的互动性、同质性和专业性，产品涉入度，
知名度会千禧一代消费者的信任产生正向的影响。其次，微信意见领袖也会对消
费者的购买意愿产生正向的影响。第三，消费者信任会促进购买意愿的产生。第
四，消费者信任在微信意见领袖影响力与购买意愿之间起到正向调节作用。
Rangsit University. Rangsit University Library
Address:
Pathum Thani
Email:
rattanapornn@rsu.ac.th
Name: Jin Maozhu
Role:
Advisor
Created:
2023
Modified:
2567-04-29
Issued:
2024-04-29
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Management
Grantor: Rangsit University
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Yongji Wei
| Title | Contributor | Type |
|---|---|---|
| The influence of Wechat marketing on the purchase intention of millennial consumers : the mediating role of customer trust
มหาวิทยาลัยรังสิต Yongji Wei | Jin Maozhu | วิทยานิพนธ์/Thesis |
Jin Maozhu