摘要
Abstract
Wechat Marketing is a very important part in the Social Media Marketing ,the speed and scale of its development has caused much attention of the academic community and practice circle. In the research of Wechat, consumer’ s purchase intention is the focus of many scholars. Through the research of the influence of consumer involvement on consumer’ s pur⁃chase intention, this article put forward that the consumer involvement will have a positive influ⁃ence on the consumer’ s purchase intention in Wechat, at the same time the product category will adjust the effect. The article uses the empirical methods to verify the two hypothesizes, and the results turned out that both the two hypothesizes had been verified. At last, the article uses the conclusions to propose the suggestions and improving measures to the marketing practices.关键词
微信营销/涉入度/购买意愿Key words
Wechat Marketing/Consumer involvement/Consumer's purchase intention分类
管理科学
