A Study on the Impact of WeChat Friends’ Characteristics on Consumer Sharing Intention under the SoLoMo Mode

DOI

10.2991/ichssr-19.2019.120How to use a DOI?

Keywords

SoLoMo mode; WeChat friends’ characters; Perceived value; Perceived risk.

Abstract

Under the mode of SoLoMo, more and more enterprises and merchants spread marketing information through WeChat. At this time, consumers are not only recipients of information, but also distributors of information. However, at present, most enterprises ignore the character of consumer as an information sharer and fail to consider how to influence more consumers through the “circle of friends”. Based on interpersonal attraction theory, this paper divides WeChat friends’ characteristics into three dimensions: similarity, familiarity and reciprocity, and discusses the influence process of WeChat friends’ characteristics on consumer sharing intention based on SOR theory model. The results show that WeChat friends’ characteristics (similarity, familiarity and reciprocity) have a positive impact on consumer sharing intention, in which perceived value plays a mediating role. Perceived risk only plays a mediating role in the characteristics of familiarity and reciprocity, and has a negative impact on consumer sharing intention. Therefore, enterprises and merchants can take WeChat friends’ characteristics as the clue to develop WeChat marketing strategy, so as to achieve more extensive and effective dissemination of information.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xiaoping Lv
AU  - Lisha Chen
AU  - Yan Liang
PY  - 2019/05
DA  - 2019/05
TI  - A Study on the Impact of WeChat Friends’ Characteristics on Consumer Sharing Intention under the SoLoMo Mode
BT  - Proceedings of the 2019 5th International Conference on Humanities and Social Science Research (ICHSSR 2019)
PB  - Atlantis Press
SP  - 610
EP  - 616
SN  - 2352-5398
UR  - https://doi.org/10.2991/ichssr-19.2019.120
DO  - 10.2991/ichssr-19.2019.120
ID  - Lv2019/05
ER  -