An Empirical Study on the Impact of Micro-credit Marketing on Consumer Information Search Behavior

HUILI YAO, LUYUN WANG, YIXING JIA

Abstract


With the continuous growth of WeChat users, many merchants use micromessaging platform as an important channel for marketing promotion. Based on TRA and TPB theory, this paper puts forward the relationship between perceived risk, product knowledge, interaction, information quality, Psychological impact on consumer search behavior and explore the impact of private relations on the two, build the model and put forward the relevant assumptions, through the questionnaire survey and empirical analysis to verify the model and assumptions, according to the results for the WeChat business to provide marketing recommendations to help WeChat marketing benign development.

Keywords


WeChat marketing, interaction, private relations


DOI
10.12783/dtssehs/msie2017/15591

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