Abstract
With the continuous growth of WeChat users, many merchants use micromessaging platform as an important channel for marketing promotion. Based on TRA and TPB theory, this paper puts forward the relationship between perceived risk, product knowledge, interaction, information quality, Psychological impact on consumer search behavior and explore the impact of private relations on the two, build the model and put forward the relevant assumptions, through the questionnaire survey and empirical analysis to verify the model and assumptions, according to the results for the WeChat business to provide marketing recommendations to help WeChat marketing benign development.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
