ABSTRACT
Considering the new characteristics of current network consumers, enterprises are no longer the only subject to carry out marketing campaigns. Instead, consumers can also be the initiator, participant and spreader of network marketing. Hence, it is of great significance for enterprises’ marketing decisions to study consumers’ sharing behaviors. Based on Technology Acceptance Model (TAM) and AISAS model, this study will explore the impact factors of WeChat marketing and establish influence model of WeChat marketing on consumers’ sharing intention from the perspective of marketing information itself. Through data collection from questionnaire surveys, the study uses the interrelation between the analysis variables of SPSS17.0 and AMOS17.0 to verify the hypothesis and model. On this basis, the study has reached conclusions from these theories and proposed suggestions on development strategies of WeChat marketing for enterprises.
