文献类型：期刊文献

英文题名：Study on WeChat Marketing Strategy Based on the Purchase Intention of Youth Group

作者：Zhao, Jingkun[1];Liu, Honglu[1];Pei, Yilei[2]

第一作者：Zhao, Jingkun

通讯作者：Zhao, JK[1]

机构：[1]Beijing Jiaotong Univ, Sch Traff & Transportat, Beijing, Peoples R China;[2]Beijing Union Univ, Management Coll, Beijing, Peoples R China

第一机构：Beijing Jiaotong Univ, Sch Traff & Transportat, Beijing, Peoples R China

通讯机构：[1]corresponding author), Beijing Jiaotong Univ, Sch Traff & Transportat, Beijing, Peoples R China.

年份：2017

卷号：15

期号：4

起止页码：39-56

外文期刊名：JOURNAL OF ELECTRONIC COMMERCE IN ORGANIZATIONS

收录：EI(收录号：20173704158615);Scopus(收录号：2-s2.0-85029146048);WOS:【ESCI(收录号:WOS:000408646500005)】；

基金：This paper is supported by Beijing Social Science Fund Project: The Study on the Source of Trust and Trust Mechanism in the Network Consumption of Beijing. Project number is 15JGB101 and Research on the Security of E-commerce Industry.

语种：英文

外文关键词：Purchase Intention; Technology Acceptance Model; Theory of Reasoned Action; WeChat Marketing; Youth Group

摘要：Recently, studies of WeChat Marketing Strategy based on the Purchase Intention have used TAM to help enterprises achieve high levels of marketing strategy but most have investigated only a component of TAM and neglect the role of entertainment, privacy and trustworthiness (belief in benevolence, belief in the competence, belief in the integrity) that are shown when people use WeChat. Therefore, a model that goes beyond TAM and include key relational concepts (entertainment, concern about privacy, trust, etc.) is developed. Entertainment, concern about privacy and trustworthiness are major parts of this model, which are based on strong theoretical foundations. Eleven hypotheses are formulated. Data on the constructs are collected from 384 respondents and analyzed by using regression analysis to test the hypotheses.