Customer Loyalty of Fruit WeChat Business

Abstract

WeChat groups are the simplest and most basic private communication software in China. Those who can enter a WeChat group share common values or specific consumer groups. The marketing cost of the WeChat group is meager, and it is widely used in the current Chinese market. Consumption feelings and purchase behaviors reflect the loyalty of WeChat group consumers. What factors are these two dimensions affected by? In this report, we chose the fruit WeChat purchase group as the research object and used the questionnaire for analysis. By constructing the indicators of purchase feeling and purchase behavior for analysis, we will get the factors that affect purchase intention and behavior, which provides a reference for improving the WeChat group shopping mode.