The influence of Wechat marketing on the purchase intention of millennial consumers : the mediating role of customer trust

Abstract

Opinion leaders of WeChat release relevant information on product usage experience to other users through WeChat platform to influence the recipient’s purchase intention of the product. Millennials are the main consumer in China’s online shopping environment and the largest user group of social media users. Therefore, it is of great practical significance for enterprises to study the influence of WeChat opinion leaders on the consumer behavior of millennials. This paper analyzes the influence of WeChat opinion leaders on consumers’ purchase intention and introduces consumer trust as an intermediate variable. First, this paper reviews relevant literature on social media opinion leaders and consumer trust and clarifies relevant concepts. Secondly, a model is established based on the results of literature research. Finally, this paper collects the relevant data using the questionnaire and analyzes it. Based on the empirical research results, this paper draws the following conclusions: First, the interaction, homogeneity and professionalism of WeChat opinion leaders, product involvement and popularity have a positive impact on the trust of millennial consumers. Second, WeChat opinion leaders also have a positive impact on consumers’ purchase intention. Third, consumer trust will promote the generation of purchase intention. Fourth, consumer trust plays a positive moderating role between the influence of WeChat opinion leaders and their purchase intention.