Master Thesis Title The Influence of Social Media Marketing on Impulsive Buying Intention: The Case of Wechat. The purpose of this research is to investigate the generation mechanism of Chinese consumers' impulse purchase intention under the social media marketing environment.
Background and motivation
In addition, there is very little research on these two factors in China, so the formation mechanism of impulse purchase intention in the social media marketing environment is still a matter of debate. This study considers the characteristics of social media marketing and consumer impulsivity as independent variables and investigates the influencing factors that influence impulse buying intention.
Research gap
This research will focus on research on impulse purchase intentions to complement the lack of social media marketing research. In addition, not many Chinese researchers have studied the relationship between Chinese social media marketing and impulse purchase intentions.
Research questions
The goal of the research is thus to develop the model for social media marketing's influence on the consumer's impulsive purchase intention. The third part is an overview of social media marketing and an overview of Wechat marketing.
Definition and classification of impulse purchase
Stern believes that the basis for understanding consumer impulse buying behavior is that consumers are exposed to certain stimulus factors. It differs from Reminder impulse buying in that consumers do not have prior knowledge of the product that can be used for decision-making.
Mechanism of impulse buying
Therefore, the model of the influencing factors of impulse buying still needs to be continuously developed. The definition of impulse buying intent has continually improved as research has developed.
PAD theory
Among them, enjoyment corresponds to the degree of emotional enjoyment, which is divided into positive and negative. Arousal refers to the intensity of emotions, representing different intensity levels and different activation levels of the same type of emotion.
Regulatory focus theory
Gu & Yan. 2004) further emphasized that pleasure and arousal are two orthogonal dimensions sufficient to represent people's emotional response to the general environment. Therefore, this research uses the two dimensions of emotional pleasure and arousal to examine the influence of emotions on consumers' impulsive willingness.
Characteristics of social media marketing
Entertainment
Entertainment marketing is defined as: Marketing methods are used to create an emotional connection between products and customers with the help of entertainment elements, in order to achieve the goal of selling products, establishing customer loyalty. Lin Zhenxu (2007) defines “interesting” as the degree to which a website provides visitors with sensory satisfaction.
Information
Interaction
2018) divided social media interaction into human-computer interaction, interpersonal interaction, and product interaction in his research. As the focus of this research is on the characteristics of Wechat as a social media and not an e-commerce environment, only interpersonal interaction is discussed. The interpersonal interaction of social media allows consumers to learn more and creates a medium for communication with others, which meets consumers' needs for social interaction to a certain extent, in order to stimulate positive emotions (Deng, 2010).
Social media marketing
When asked if they would use live video for marketing, 54% of marketers said they would not. According to the data, Facebook is still the most tested marketing platform for marketers worldwide, although it is losing share. It is worth noting that the Wechat analysis was not considered in this study because the respondents in this study came from all over the world, while Wechat's main market was China, where marketers do not understand social media, ie. became the main barrier to entry.
The general manager of Greater China at Digital Jungle, an Asia-Pacific digital agency, said that while the Chinese market is very attractive, it is difficult to access for foreign marketers because China does not have Facebook, Instagram or Twitter. Although a huge challenge for marketers, Wechat's user base can provide a very good research sample for consumer research.
Background of Wechat
In addition, Wechat also provides a part of the advanced interface and the open question answer system. According to the "2020 New Youth and New Domestic Goods Consumption Trend Report" published by Beijing Normal University in China, the online shopping penetration rate of Generation Z is extremely high, and the frequency is astonishing. They may not have as much purchasing power as adults, but they are used to deficit spending and the sharing economy.
And the elderly are becoming the meteoric rise of online shopping "new forces", people in the process of accepting new technology are limited by the physiological and psychological and cognitive sensitivity of behavior is low, the influence of his ability to judge information and the ability to accept new technology is much lower than young people, they are very sensitive to marketing campaigns. Therefore, structural equation modeling is used for quantitative analysis, and hypothesis testing is used to determine whether and how the effect is real.
Conceptional framework and hypothesis
Based on the previous literature review, consumer emotions (pleasure, arousal) can influence impulse purchase intentions. In the shopping process, when consumers are stimulated from the shopping environment, they will have positive or negative emotions, and they will stimulate or inhibit the generation of purchase intentions through emotions. And evaluation criteria for the same item may have different emotional responses; these emotional responses will influence purchase intention and behavior.
H9: Wechat users' enjoyment has a significant positive effect on generating impulse purchase intention. H10:Wechat users' arousal has a significant positive effect on generating impulse purchase intention.
Research Design and data collection
To ensure the validity of the measurement, the measurement of each question item in this study comes from the maturity scale in the literature. I think the Wechat marketing campaign makes me feel happy d.I think the Wechat marketing campaign makes me feel cheerful. Arousal Source of Scale: Koo&Lee (2011) a.I think Wechat marketing activities make me feel exciting.
I think the Wechat marketing campaign is making me nervous d. I think the Wechat marketing campaign makes me feel energetic. I found many products that I want to buy that are not included in the purchase plan.
Demographic Distribution Analysis
I once had a strong desire to buy products on Wechat, but I ignored whether it was really necessary. Given the fact that Wechat has a large number of users in all age groups and geographical strata, the sampling in this study does not limit age and geographical factors. In addition, offline surveys cannot first check respondents' online skills, so this research makes full use of online surveys.
As the links are distributed through Weibo, forums and Wechat students, everyone is a visible authority, and the participation of a large number of strangers ensures the complexity and dispersion of the respondents. The questionnaire was created using the "so jump" platform, which is the most recognized in the Chinese academic community, and the information collection process took three weeks.
Data Analysis
- Reliability Analysis
- Validity Analysis
- Confirmatory Factor Analysis
- Structure Equation Model and Hypothesis Testing
It can be seen from the results that Cronbach α in information is 0.859 higher than 0.7, indicating the strong attribution relationship between the items and the characteristic. It can be seen from the results that KMO is equal to 0.821 higher than 0.6, so these items are suitable for factor analysis. It can be seen from the results that KMO is equal to 0.828 higher than 0.6, so these items are suitable for factor analysis.
From the results, it can be seen that KMO is equal to 0.822 higher than 0.6, so these items are suitable for factor analysis. From the results, it can be seen that KMO is equal to 0.834 higher than 0.6, so these items are suitable for factor analysis. From the results, it can be seen that KMO is equal to 0.832 higher than 0.6, so these items are suitable for factor analysis.
From the results, it can be seen that the KMO equal to 0.837 is higher than 0.6, so these items are suitable for factor analysis.
Conclusions and theoretical contribution
The greater the wealth of information in Wechat marketing, the easier it is for users to produce pleasure and excitement. The prevention focus of Wechat users has a negative impact on their own pleasure and excitement. The higher the prevention focus of Wechat users, the more difficult it is to generate pleasure and excitement.
This study found that both Pleasure and Arousal can make people feel unrestrained and live, powerful power and desire to reward themselves, so these emotions will increase impulsive desire and produce impulsive buying behavior. This article puts the focus of Wechat users' prevention as a personality trait on SOR of impulse buying for the first time.
Managerial implications
This article provides a reference for the follow-up research among Chinese consumers on impulse purchasing relationships, including the regularity focus theory. The research results show that enjoyment and excitement are important factors influencing Wechat users' impulsive purchase intention. The rich performance of website information effectively stimulates consumers' positive emotions and significantly promotes consumers' impulsive purchase intentions.
Second, to publish peripheral information about the product, such as related knowledge about the same festival, etc., to promote the symbolic value of the product in addition to the functional value. The interactive nature of the website can effectively stimulate consumers' positive emotions and significantly promote the generation of consumers' impulse purchase intentions.
Limitations and further research
Baron R, M, Kenny, D, A, "The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations." Research on the Formation Mechanism of Consumers' Impulsive Purchase Intention in Online Group Shopping [D], Jilin University, 2013. Research on the Influence of Social Media on Consumers' Purchase Intention [D]. Nanchang: Jiangxi University of Finance and Economics, 2009.
Analysis of the merchandise sales channel in the Internet era -- We take Wechat Marketing as an example [J]. An empirical study of the influencing factors of online clothing purchase intention based on S-O-R model[D].
