Factors that influence users to take part in WeChat marketing activities

• Autor(a) principal: Li, Junying
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/11443
• topic: WeChat; WeChat marketing; Behavior intention; Technology acceptance model; Intenção de comportamento; Modelo de aceitação tecnológica

With the penetration of smart phones and mobile Internet, Instant Message Tool is one of the important channels that was developed in order to meet the communication need. Diven by the strong demand, WeChat is the fastest growing Instant Message Tool, and gradually replace the others such as QQ, Weibo, becomes the most popular one in China. Since WeChat has been released new version with functions for busniess, WeChat marketing has started to become a hot topic which concerned by many enterprises. Enterprises push information and hold activities by using WeChat functions such as “Subscription Account”, “QR Code”, in order to obtain more attention and reach more sales. The purpose of this dissertation was to study factors that will influence users’ partipation in WeChat Marketing. Based on the Technology Acceptance Model, marketing features and social characteristics are also considered in the research model. After running Factor Analysis, Usage Performance, Privacy Concern, Perecived Entertainment, Perceived Interactive, Subjective Norm, Perceived Behavioral Control were the new independent variables; Attitude as the immediate variable; Behavior Intention as the dependent variable. Final result shows that Usage Performance has significant positive impact on Attitude and Behavior Intention. Perecived Entertainment and Perceived Interactive have significant positive impact on Attitude. However, Privacy Concern has not significantly influence on Attitude. Subjective Norm has significant impact on Attitude and Behavior Intention, while Perceived Behavioral Control has not significantly influence on Attitude and Behavior Intention.