The Relationship Between Knowledge Sharing on WeChat Platform and Consumer Purchasing Behavior

Abstract

The communication and sharing between consumers on the WeChat platform have greatly affected consumers' purchasing behavior. This paper takes WeChat as the research platform, collects valid questionnaires through questionnaire survey, and uses SPSS 19.0 and AMOS20.0 statistical software to conduct descriptive statistical analysis, reliability analysis, correlation analysis and regression analysis on the data respectively, and discusses the WeChat platform. The influence of knowledge sharing (independent variable) on consumer purchase behavior (dependent variable), and using perceived value as an intermediary variable, to study the effect of perceived value on WeChat platform knowledge sharing on consumer purchase behavior .This paper divides WeChat knowledge sharing into three dimensions, which are knowledge sharing subject, knowledge sharing behavior and shared knowledge quality, and finds through empirical research: First, enterprises should use WeChat correctly as a platform to promote product and service information. Enterprises should pay attention to the subject of knowledge sharing and the quality of shared information when sharing product or service information, to improve consumers' perceived value and promote consumer purchase behavior. Second, enterprises should strengthen communication with consumers, encourage consumers to share their own experience, improve consumers' perceived value, and enhance consumer purchase behavior. Third, enterprises should strengthen the relationship with consumers and cultivate consumers' loyalty to enterprises. Moreover, they should make full use of the consumer relationship network for relationship marketing to improve the marketing effect of the enterprise.