In this paper, the relationship between brand loyalty antecedent variables, brand trust and brand loyalty is studied by reviewing theoretical studies on them. On the basis of related literature and theory, this paper ...In this paper, the relationship between brand loyalty antecedent variables, brand trust and brand loyalty is studied by reviewing theoretical studies on them. On the basis of related literature and theory, this paper explored the factor influencing WeChat marketing： the reliability of the WeChat platform, the convenience of WeChat platform, the information quality of the WeChat, the humanization role and the leaders＇attitude, namely WeChat marketing plays its role mainly by the five factors. On this basis, this paper constructed the model of the impact of WeChat marketing on consumers＇ brand loyalty.Through the questionnaire survey to collect data, using SPSS 19.0 software and software Amos 17.0 descriptive statistical analyse the data to modify the index system scale. Using the method of structural equation model analysis,this paper discusses the brand trust＇s influence and its antecedent to brand loyalty, brand trust as the intermediary variables at the same time and it is proved its intermediary role in the process of impact on consumers＇ brand loyalty in the WeChat marketing. Finally, on the basis of the research conclusion, this paper put forward practice recommendations for enterprises＇ WeChat marketing.展开更多
文摘In this paper, the relationship between brand loyalty antecedent variables, brand trust and brand loyalty is studied by reviewing theoretical studies on them. On the basis of related literature and theory, this paper explored the factor influencing WeChat marketing： the reliability of the WeChat platform, the convenience of WeChat platform, the information quality of the WeChat, the humanization role and the leaders＇attitude, namely WeChat marketing plays its role mainly by the five factors. On this basis, this paper constructed the model of the impact of WeChat marketing on consumers＇ brand loyalty.Through the questionnaire survey to collect data, using SPSS 19.0 software and software Amos 17.0 descriptive statistical analyse the data to modify the index system scale. Using the method of structural equation model analysis,this paper discusses the brand trust＇s influence and its antecedent to brand loyalty, brand trust as the intermediary variables at the same time and it is proved its intermediary role in the process of impact on consumers＇ brand loyalty in the WeChat marketing. Finally, on the basis of the research conclusion, this paper put forward practice recommendations for enterprises＇ WeChat marketing.
