Research on the Influencing Factors of Enterprise Wechat Official Accounts Marketing Effectiveness

摘要：

　　Based on the Stimulus-Organism-Response (SOR) model, we extract the influencing factors of user information behavior in the enterprise Wechat Official Account marketing, and construct the influencing factor model by using user sentiment and user trust as mediator variables.The theoretical test is carried out through questionnaires and data analysis.Result shows that information entertainment and title novelty positively affect user sentiment, while user sentiment and user trust positively affect information concern behavior.Therefore, to carry out Wechat Official Account marketing, information title should be highlighted and information content should be interesting and novel.

关键词： Wechat Official Account marketing SOR model marketing effectiveness empirical research

作者: Jiangping Wan Ke Cheng

作者单位: School of Business Administration, South China University of Technology, Guangzhou, China

会议类型: 国际会议

会议名称: The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 404-410

在线出版日期: 2019-05-24（万方平台首次上网日期，不代表论文的发表时间）