Abstract
With the increasing popularity of the smart phones and electronic payment, WeChat shopping has become a trendy lifestyle for many people. However, the issue of WeChat business integrity has gradually appeared due to the virtuality of the Internet. This paper analyzed the development of WeChat business and its business integrity. The influencing factors of WeChat business integrity and related hypotheses had been studied based on theoretical and practical analysis. The reliability and validity of the data collected through questionnaires were tested with SPSS24.0. Empirical analysis was done to the hypotheses by using the structural equation model. The results indicated that products and service quality, after-sale guarantee, payment security and Word-of-mouth had a prominent positive effect on the integrity of WeChat business.
Highlights
In recent years, e-commerce has flourished, especially with the emergence of social networks such as Facebook, Twitter, WeChat, and Weibo, and they have affected the way people work, socialize, access information, and shop online
The results indicated that products and service quality, after-sale guarantee, payment security, and word-of-mouth had a prominent positive effect on the integrity of WeChat business, of which product and service quality have the greatest impact; this is followed by payment safety, after-sales service, and word-of-mouth, which has the smallest impact on WeChat business integrity
On the basis of the related research in this field, this paper focuses on WeChat-based businesses in terms of consumer feelings toward the WeChat shopping circle while incorporating the structural equation model to explore the important factors affecting WeChat-based business integrity
Summary
E-commerce has flourished, especially with the emergence of social networks such as Facebook, Twitter, WeChat, and Weibo, and they have affected the way people work, socialize, access information, and shop online. This paper theoretically analyzes the factors influencing WeChat-based business integrity in terms of four aspects: Products and service quality, after-sale guarantees, payment security, and word-of-mouth. From the results of the factor analysis and based on the principle of characteristic root>=1, the factors are rotated to obtain five factors (product and service quality, after-sale guarantees, payment security, word-of-mouth, and WeChat-based business integrity). The data collected from the questionnaire are used to fit the structural equation model by inputting the data into Amos23.0 software Note: *** indicates the significance level P < 0.001, ** indicates the significance level P < 0.01, * indicates the significance level P < 0.05
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