WeChat Friends Interactive Influence on Consumers to Buy Trust – The Mediation Effect of Perceived Value Research

Last modified: October 6, 2020
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Project Title: WeChat Friends Interactive Influence on Consumers to Buy Trust — The Mediation Effect of Perceived Value Research
Author: Mr. He Jia
Advisor: Dr. Qiu Chao
Degree: Master of Business Administration (International Program)
Major: International Business Management
Faculty: Graduate Schools
Academic year: 2020
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Conference
Conference Proceedings
National and International Academic Conference “Innovation and Management for Sustainability” 9-10 July 2020

Citation

He, Jia. (2020). WeChat friends interactive influence on consumers to buy trust — The mediation effect of perceived value research. (Independent study, Master of Business Administration). Bangkok: Siam University.


Abstract

With a focus on WeChat’s extensive use of the crowd feature, it has become a development platform for Chinese companies to make use of the ‘circle of friends’ within WeChat and capitalize on the marketing potential through this new mainstream media channel.  This study focused on WeChat’s ‘circle of friends’ as the research object.  Previous research results were taken into consideration while adopting the empirical analysis method to construct the model of influence factors regarding consumers’ trust.  Data was collected through a questionnaire to retrieve data on consumer trust of enterprises in the context of online shopping experiences and perceived value.  The researcher selected 378 participants through random sampling with the following results:  1) Interactivity showed to have positive effects on feelings of trust and perceived value; 2) Perceived value positive effects of consumers feelings of trust; 3) The overall online shopping experience and its influence on the impact of interaction on feelings of trust.  This paper concludes by recommending business networks to understand the goal of marketing businesses and to develop marketing strategies and provide managerial implications and suggestions for future research.

Keywords: WeChat, the circle of friends, marketing, online shopping experience, trust.


WeChat Friends Interactive Influence on Consumers to Buy Trust — The Mediation Effect of Perceived Value Research

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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