基于微信朋友圈视角下顾客水果产品购买行为研究

Research on Customer's Purchase Behavior of Fruit Products Based on We Chat Moments

随着微信成为我国移动终端用户注册及使用最多的即时通讯软件,微信朋友圈自诞生开始就成为了人们展示自己的心情、社交等状态的理想场所,很快地成为了人们日常生活中的必备,将流行一时的微博等平台远远地甩在身后。朋友圈巨大而稳定的客源带来商机,成为许多商家看好的平台,于是各类产品广告也开始慢慢充斥着朋友圈。面对微信朋友圈越来越多的各类产品及广告,消费者是如何看待的?他们的购买行为又是怎样的?本文以水果产品为例对消费者在微信朋友圈购买商品的行为进行了调查研究,期望能够对微商的销售方式的改进有所帮助。

With WeChat becoming the most popular instant messaging application for mobile terminal users in China, the WeChat Moments has become an ideal place for people to show their mood, social status, etc, having left the popular Weibo and other platforms far behind. Huge and stable customers in the WeChat Moments have brought business opportunities and become a platform favored by many businesses. As a result, various types of product advertisements have begun to slowly flood the WeChat Moments. Faced with more and more products and advertisements of WeChat Moments, how do consumers think？ What is their buying behavior？ This article uses fruit productsas an example to investigate the behavior of consumers in the WeChat Moments to purchase goods, and hopes to be able to help improve themicro-business sales.