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

页码：171 / 175

页数：5

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