The Effect of Instant Messaging Social Media Platform Characteristics on Consumers' Purchase Intention:An Empirical Study of WeChat

With the rapid development of mobile communication equipment, the significant role of social media platforms is realized in social media marketing. To determine the effect of instant messaging social media platform characteristics on consumers’ purchase intention, we collected We Chat user data and designed an empirical model based on the technology acceptance theory. Analysis of 388 qualified surveys revealed significant positive effects of instant messaging social media platform characteristics, such as social presence, media richness, immediacy of communication, privacy protection, and entertainment on customers’ purchase intention. This study aims to extend the scope of technology acceptance theory, providing practical ideas for firms and highlighting the prominent role of instant messaging social media platforms in marketing activities.