The Study of Consumer Purchase and Forward Intention in WeChat E-Commerce Marketing

DOI

10.2991/cnct-16.2017.85How to use a DOI?

Keywords

E-Commerce, WeChat Marketing, Relationship Intensity, Brand Image, Purchase Intention, Forward Intention.

Abstract

In the context of Wechat marketing, this study investigated antecedents and boundary conditions of consumer purchase and forward intention. The results indicated relationship intensity, brand image and dispositional trust have positive effect on consumer purchase and forward intention; the effects are moderated by product price and type. When the price increased, the relationship between brand image and purchase intention is weaken, but the relationship between brand image and forward intention is strengthen, the relationship between dispositional trust and forward intention is weaken. For the search good, brand image is the critical factor for consumer purchase and forward; but for the experience good, relationship intensity is much more important.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jia-Jia MENG
AU  - Wen-Jun LIU
PY  - 2016/12
DA  - 2016/12
TI  - The Study of Consumer Purchase and Forward Intention in WeChat E-Commerce Marketing
BT  - Proceedings of the International Conference on Computer Networks and Communication Technology (CNCT 2016)
PB  - Atlantis Press
SP  - 622
EP  - 627
SN  - 2352-538X
UR  - https://doi.org/10.2991/cnct-16.2017.85
DO  - 10.2991/cnct-16.2017.85
ID  - MENG2016/12
ER  -