Users’ Acceptance Willingness Model and Empirical Study of WeChat Marketing

DOI

10.2991/emcs-16.2016.295How to use a DOI?

Keywords

WeChat;WeChatmarketing; Acceptance willingness; Performance expectancy; Effort expectancy

Abstract

Taking mobile WeChat users as the study objects, this paper builds the users’ acceptance model of WeChat marketing and proposes hypotheses affecting users’ acceptance intension of WeChat marketing. Reliability and validity analysis of the questionnaires has been done by using SPSS software, surveys on 196 samples have been carried out by questionnaires with guarantee of both reliability and validity and hypotheses have been verified by AMOS. The fitting indexes in relation to this model are: GFI=0.913, AGFI=0.911, CFI=0.956, NFI=0.962 and RMSEA=0.054, respectively. All these indexes fall within the range of recommended values, indicating good fittings. And then this paper calculaes the specific path coefficients and construct the concrete path diagram. The study result shows that the performance expectancy( 0.625), interactivity( 0.554), social influence ( =0.337)and individual innovativeness( =0.129) have significant impacts on users’ acceptance intension of WeChat marketing, while the impacts exerted by perceived risk ( = 0.074)and dedicative performance( =0.056) are less significant.

Copyright

© 2016, 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  - Liping Liu
AU  - Hongyan Wu
PY  - 2016/01
DA  - 2016/01
TI  - Users’ Acceptance Willingness Model and Empirical Study of WeChat Marketing
BT  - Proceedings of the 2016 International Conference on Education, Management, Computer and Society
PB  - Atlantis Press
SP  - 1195
EP  - 1199
SN  - 2352-538X
UR  - https://doi.org/10.2991/emcs-16.2016.295
DO  - 10.2991/emcs-16.2016.295
ID  - Liu2016/01
ER  -