Research on the Influence of Wechat Advertising on Consumer Buying Behavior

被引：0
|
作者：
Zeng, Yucheng [1 ]
Zhang, Zhiwei [1 ]
机构：
[1] Sichuan Univ, Sch Business, Chengdu 610065, Peoples R China
来源：
2015 4th International Conference on Social Sciences and Society (ICSSS 2015), Pt 1 | 2015年 / 70卷
关键词：
Wechat advertising; Perceived value; Buying behavior;
D O I：
暂无
中图分类号：
C [社会科学总论];
学科分类号：
03 ; 0303 ;
摘要：
The dissemination of information and development of new media under Web2.0 technology have an influence on buying pattern and behavior. Taking the consumer perceived value as the intermediate variable to establish research model, this paper analyzes the influence of Wechat advertising on consumer buying behavior, and makes recommendations for enterprises to use Wechat advertising effectively for marketing services.
引用
收藏
页码：171 / 175
页数：5
相关论文
共 50 条
  • [31] Unraveling the impact of online consumer reviews on consumer buying behavior
    Katyal, Pooja
    Sehgal, Reetika
    INTERNATIONAL JOURNAL OF SYSTEM ASSURANCE ENGINEERING AND MANAGEMENT, 2024, : 330 - 345
  • [32] ASPECTS REGARDING THE BUYING BEHAVIOR OF THE ROMANIAN CONSUMER
    Pelau, Corina
    Stamule, Tanase
    PROCEEDINGS OF THE 6TH INTERNATIONAL CONFERENCE ON BUSINESS EXCELLENCE, VOL 2, 2011, : 75 - 78
  • [33] Stage antecedents of consumer online buying behavior
    Chechen Liao
    Prashant Palvia
    Hong-Nan Lin
    Electronic Markets, 2010, 20 : 53 - 65
  • [34] Stage antecedents of consumer online buying behavior
    Liao, Chechen
    Palvia, Prashant
    Lin, Hong-Nan
    ELECTRONIC MARKETS, 2010, 20 (01) : 53 - 65
  • [35] GROUP INTERVIEWS REVEAL CONSUMER BUYING BEHAVIOR
    MUNN, HL
    OPDYKE, WK
    JOURNAL OF RETAILING, 1961, 37 (03) : 26 - &
  • [36] Visual attention, buying impulsiveness, and consumer behavior
    Hayk Khachatryan
    Alicia Rihn
    Bridget Behe
    Charles Hall
    Ben Campbell
    Jennifer Dennis
    Chengyan Yue
    Marketing Letters, 2018, 29 : 23 - 35
  • [37] The impact of pricing on consumer buying behavior in the UAE
    Alnahhal, Mohammed
    Aldhuhoori, Easa
    Ahmad Al-Omari, Mohammad
    Tabash, Mosab I.
    COGENT BUSINESS & MANAGEMENT, 2024, 11 (01):
  • [38] Visual attention, buying impulsiveness, and consumer behavior
    Khachatryan, Hayk
    Rihn, Alicia
    Behe, Bridget
    Hall, Charles
    Campbell, Ben
    Dennis, Jennifer
    Yue, Chengyan
    MARKETING LETTERS, 2018, 29 (01) : 23 - 35
  • [39] TYPOLOGY, TRENDS AND BUYING BEHAVIOR OF DIGITAL CONSUMER
    Klincekova, Silvia
    Jalgovicova, Jarmila
    Marketing Identity: Digital Life, Pt II, 2015, : 107 - 115
  • [40] Unraveling the influence of product advertising on consumer buying interest: exploring product knowledge, product quality, and mediation effects
    Setyadi, Bakti
    Helmi, Sulaiman
    Santoso, Adi
    COGENT BUSINESS & MANAGEMENT, 2024, 11 (01):
12345