Research on the Influence of Incentives (Red Envelopes) on WeChat Community Purchase Intention—Take Free Travel Products Online as an Example

DOI

10.2991/aebmr.k.200306.039How to use a DOI?

Keywords

SIPS model, social e-Commerce, social community marketing, customer perceived value, WeChat

Abstract

Based on theoretical and empirical research, this paper studies the marketing mechanism of the increasingly popular WeChat community red envelope, based on the SIPS behavior model from the advertising practice, without considering the message quality and product attribute variables, The incentive mechanism (red envelope) in the SIPS model how to transmit and influence consumer purchasing intentions, research findings (1) incentive mechanism has a positive impact on the functional utility, emotional pleasure, and community identity of perceived value: (2) hypothesis in the incentive mechanism Under the perceptual value, there is a positive impact on continuous participation, recommendation sharing, and consideration of purchase. (3) Under the influence of incentive mechanism, functional utility in perceptual value has a positive impact on continuous participation, recommendation sharing, and consideration of purchase. The study found that the influence of red envelope incentives on consumer purchase image is mainly through the functional and practical attributes in perceptual value and perceptual value; the other two attributes in perceptual value cannot significantly affect the purchase intention alone.

Copyright

© 2020, 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  - Lin Chun Yi
PY  - 2020
DA  - 2020/03/11
TI  - Research on the Influence of Incentives (Red Envelopes) on WeChat Community Purchase Intention—Take Free Travel Products Online as an Example
BT  - Proceedings of the 5th International Conference on Financial Innovation and Economic Development (ICFIED 2020)
PB  - Atlantis Press
SP  - 222
EP  - 228
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200306.039
DO  - 10.2991/aebmr.k.200306.039
ID  - Yi2020
ER  -