THE IMPACT OF WECHAT MARKETING AMONG FEMALE UNVERSITY STUDENTS' PURCHASE INTENTION OF COSMETIC PRODUCTS IN SHANGHAI

Abstract

The mobile Internet marketing business has come with the development of 4G. Mobile Internet media meet people's immediate needs of interaction and information search in such a fast paced world. As the leader of instant messaging media in China, Wechat’s powerful functions provide a new direction for business marketing. WeChat, which is the fastest growing mobile Internet media, is not only providing the increasingly perfect functions including communications, entertainment and life but also changing the marketing channels for enterprises. More and more enterprises are beginning to join the battle of Wechat marketing. The cosmetics industry has been developing rapidly in China, and the internet marketing has always been the focus of
the cosmetics industry. The idea of Wechat marketing was embraced by the public in the cosmetics industry. Lots of cosmetics brands utilising Wechat marketing, how should the cosmetics enterprises affect the consumers’ purchase behavior through the platform of Wechat? This is the inevitable question to be explored by all enterprises which are using Wechat marketing to promote their products. With more and more undergraduate students and postgraduate students paying more attention to cosmetics and skincare, to obtain a comprehensive understanding of factors affecting those students’ purchase willingness is important for companies if enterprises are willing to succeed in the platform of Wechat marketing by meeting the corresponding demand of those students. This study use Theory of Planned Behavior (TPB), Which focuses on explaining how the purchase intention of customers is affected by external environmental variables. Thus, it is recognized that the identified factors (IVs) in this
study are brand awareness, perceived risk, promotional activities, trust and Consumer Purchasing Intention is the dependent variable (DV).