Title: A Study of the Influence of WeChat Friend Interaction on Consumers’ Purchase Intention
Author: You Xiaoxi
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 6th STIU International Conference “Innovative Leadership for Sustainable Development” on 10-11 May 2022 SECTION-5 (pp.914-923) conference proceedings PDF
Abstract
WeChat friend circle serves as a unique social media platform where personal interactions and marketing messages converge.The burgeoning popularity of social media has positioned WeChat friend circle as a critical driver in shaping consumer perceptions and behaviors, highlighting its potential for marketers to build meaningful brand narratives. Given the WeChat circle’s interactive and communicative nature, understanding the nuances of this relationship is crucial for harnessing its full marketing potential. The purpose of this study was to explore the impact of relationship strength, information quality, professionalism and online shopping experience on consumer purchase intention.
This study adopted the quantitative analysis method,using a questionnaire survey. A total of 380 questionnaires were issued, of which 378 were valid. The questionnaire items were determined by the pre-survey analysis results. The results of this study verified the relationship strength, information quality, professionalism and online shopping experience in WeChat friend interaction positively influenced consumer purchase intention. Future research should explore the subtleties of relationship strength in WeChat marketing, and examine the impact of both strong and weak ties on consumer trust and decisions. It should also scrutinize the authenticity and relevance of shared information, as well as the role of professionalism in building trust and brand image. Finally, the online shopping experience, with its focus on navigation, personalization, and customer service, is crucial for influencing consumer attitudes and purchase intention.
Keywords: WeChat friend interaction, relationship strength, information quality, professionalism, online shopping experience
A Study of the Influence of WeChat Friend Interaction on Consumers’ Purchase Intention
6317195889 You Xiaoxi 2567 (2024) A Study of the Influence of WeChat Friend Interaction on Consumers’ Purchase Intention สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University