Research on the Recommendation Impact of WeChat Moments on Consumers'Purchase Intention

DOI

10.2991/isbcd-16.2016.68How to use a DOI?

Keywords

Moments, degree of relationship, interaction, visual cues, purchase intention

Abstract

With the increasing utilization rate of WeChat moments, recommendations of goods and services could be easily found on WeChat moments, which could significantly influence consumers' purchase decisions. By means of questionnaires, this research studies the impact of the degree of relationship, interaction and visual cues of WeChat moments on consumers' purchase intention. The research result indicates that the degree of relationship, interactivity and visual cues of WeChat moments positively affect consumers' purchase intention; among which, visual cues have the biggest impact. On the basis of the conclusion, this research puts forward some managerial implications.

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  - Lingling Gao
PY  - 2016/11
DA  - 2016/11
TI  - Research on the Recommendation Impact of WeChat Moments on Consumers'Purchase Intention
BT  - Proceedings of the 2016 International Symposium on Business Cooperation and Development
PB  - Atlantis Press
SP  - 328
EP  - 332
SN  - 2352-5428
UR  - https://doi.org/10.2991/isbcd-16.2016.68
DO  - 10.2991/isbcd-16.2016.68
ID  - Gao2016/11
ER  -