The Empirical Study of WeChat Interactive Effects on Consumer Oline Shopping Intention

Based on related theory of the perceived risk and the trust

Fangyong LI

School of Economics and Management, Chongqing Jiaotong University, Chongqing, 400074, CHINA

Abstract: The development of the Internet has dramatically changed people's life way, In addition to that, on- line shopping has also changed people's life. But because of its virtual shopping environment result in con- sumers have high level of perceived risk and lack of trust, which becomes the main factors to hinder the on- line shopping. WeChat is one of the most mainstream application, which set up a mutual communication plat- form also is an excellent platform of social relationship with acquaintances. Many e-commerce sellers have begun to use WeChat interaction as a tool to influence consumers' purchase intention. This paper discussed the relationship between WeChat interaction and the consumer purchase intention under the background of e- commerce. This paper adopted online questionnaire to obtained data, using the Spass22 software analyzes the relationship between the WeChat interaction, perceived risk, trust and consumer purchase intention and ana- lyzes mechanism of the WeChat interaction effects on online shopping intention, to verify the effectiveness of the proposed basic assumptions.

Keywords: Perceived risk; E-commerce; WeChat; Purchase intention