Research on Influencing Factors of Users' Adoption Intention of WeChat Marketing

Abstract

Through reviewing the research on online shopping, e-commerce, mobile e-commerce and WeChat marketing, and based on the technology acceptance model, this paper adds some variables, such as perceptual pleasure, transaction security, interpersonal trust, service guarantee, perceptual interference, and trading experience. These variables are constructed to construct the model of user acceptance willingness factor for WeChat marketing, and 15 research hypotheses are proposed for the relationship between variables. Data were collected through questionnaires, and empirical research was carried out on the basis of 273 valid questionnaire data. The acceptance model of WeChat marketing was verified by descriptive analysis, reliability and validity analysis, and regression analysis. This study found that factors such as perceived usefulness, perceived ease of use, perceived pleasure, transaction security, interpersonal trust, service guarantee, and subjective norms all have a positive impact on user attitudes; Perceptual interference has a negative impact on attitudes; Perceived usefulness, subjective norms, attitudes, and interpersonal trust have a positive impact on the willingness to accept; Trading experience has no significant effect on attitudes and willingness to accept.