Research on the Influencing Factors of Consumers' Purchase Intention in WeChat Daigou

Abstract

After the reform and opening up, the scale of overseas daigou in China has gradually expanded, and WeChat platform has become an important trading platform for daigou by virtue of the integration of virtual community and payment functions. As there are many contents involved in the transaction process, there will be a variety of factors that affect whether consumers are willing to purchase on WeChat. Therefore, based on the analysis of four factors on the basis of the theory and technology acceptance model, with the external environment factors, individual consumers, marketing factors and community factors dimensions of four kinds of factors as independent variables, perceived value as intermediary variables, consumers purchase intention as dependent variable, the WeChat act as purchasing agency in the empirical research on the influence factors of consumer purchase intention, and on this basis, Relevant countermeasures and suggestions are put forward for effective marketing of WeChat purchasing agents.