Author(s)

Gao Lingling, Wang Yue

Corresponding Author

Gao Lingling

ABSTRACT

With the constant improvement of the mobile Internet, mobile Internet properties of all kinds of social communication software ushered in the golden period of development, of which the most WeChat development speed, according to the latest data on network platform, the current domestic WeChat has nearly 700 million active users. So users became WeChat have each enterprise the important resources in the Internet market. This article to WeChat public platform and WeChat user as the research object, explores the various factors influencing consumers' purchase intention, results show that the popularity, practicality, information quality, and release information about the special price to have a positive influence on consumer purchase intention, One of the biggest impact was on sale information, followed by usability, information quality and popularity. On this basis, this paper to enterprise WeChat marketing put forward some reasonable suggestions.

KEYWORDS

Wechat, Mobile Internet, Purchase Intention