We chat 플랫폼 품질과 기업특성 및 판매원 성격특성이 기업성과에 미치는 영향

Abstract

내용:현재 sns마케팅 점점 많아지는 추세이다.중국에서는 새로운 마케팅 행식이 we chat 마케팅이 생격다.we chat마케팅은 we chat플랫폼을 통해서 제품판매하는 것이다,전체 결제 및 소통과정은 모두 we chat플랫폼에서 이루어진다. 선형연구중에서는 많은 연구들 웹사이트에서 제품구매에 영향을 미치는 요인을 살펴보았는데,본 연구에서는 웹사이트 대신에 we chat플랫폼에서 제폼구매하는 행동에 영향을 미치는 요인이 무엇인지 살펴보고,그중에 가상공간에서 거래하는 것은 그과정중에는 신뢰가 매개로 발생한 행위이다.따라서 신뢰가 이루어지기 위해서, 플랫폼의 품질은 어떠 영향을 미치는지 살펴보고자하고, 또한 we chat 마케팅은 일반C2C마케팅과 다르다,이는 기업에서 제품공급으로 b2c마케팅으로 볼 수 있다.즉 we chat마케팅중에서 신뢰성을 생길수 있도록, 기업의 특성은 어떠 역할 하는지 연구하고,또하 we chat에서 마케팅하는 판매원의 성격특성도 신뢰성에 영향을 미치고, 최종 기업성과에 영향을 미치는 것은 추측한다.또한 연구중에서 협업의도는 we chat플랫폼에서 자기 관심있는 제품을 기업에 회원으로 가입하고,기업의 도매상을 되고,제폼을 판매하고자하는 생각은 협업의도로 정의하고, 협업의도는 기업성과에 영향을 미치는 것을 추측한다.또한 선형연구 바탕으로 플랫폼의 품질은 협업의도에 영향을 미치고,기업의 특성은 소비자의 관심을 이끌고 따라서 협업하고자 하는 생각을 자극한다,또한 소비자와 친밀한 관계로 맺진 판매원의 성격특성도 협업의도에 영향을 미치고,이는 최종적으로 기업성과에 영향을 미치는 것이다.;Marketing on SNS social software has become more and more popular. The most common is the “We chat Business” at our side. “We chat Business” is the process of trading products on We Chat——From the selection of goods to the communication with the buyers, and then to the online payment. Many prior researches have studied the factors that positively influence the purchase intention of online websites. In this study, based on the prior research, some concepts of online websites are transferred to the social platform of We Chat. The content of this article is to study what affected the consumption and purchase intention of the products on the We Chat platform. The author believes that the transaction on the virtual platform such as We Chat is based on the consumer's trust in the enterprise. In this study, independent variables are divided into three groups of factors. The first is the service quality of the We Chat platform. For example, the ease of use and the characteristics of We Chat, the salesperson can communicate with the customer one-to-one. Secondly, most of the products on We Chat are from the enterprise. Therefore, the characteristics of the enterprise will also affect the purchasing intention of the consumers. The characteristics of the enterprise are divided into the scale and the reputation of the enterprise in this study. Finally, in We Chat marketing, it is the salesperson who is most confronted by the consumer, so the character trait of the salesperson also has an impact on the trust of the consumer. Secondly, it is emphasized that the We Chat marketing in this study is not some overseas purchasing around us, but the marketing in which obtains the qualification to sell the product in the enterprise and then develops the own agent to make a profit. The We Chat marketing in this study is not the C2C marketing in Tao bao, but the B2C marketing model. Therefore, in this article, in addition to studying the influence of independent variables on consumer trust, it is also necessary to study whether consumers will generate cooperative intentions through the stimulation of these independent variables, that is, to sell products together with the opponent on the left. In many prior researches, trust and cooperation will play a positive role in the achievements of the enterprise. Therefore, in this study, trust and cooperation intentions are used as mediators to study whether independent variables have a positive impact on enterprise performance through trust and cooperation intentions. At the end of this article, a questionnaire survey was conducted, and a total of 244 valid questionnaires were retrieved. The results analyzed by SPSS and AMOS showed that the interaction in the service quality of We Chat platform played a positive role in the cooperation intention of consumers. Reputation plays a positive role in the trust of consumers. The affinity of the character trait of salesperson plays a positive role in the trust of consumers on the enterprise and the intention of cooperation with the enterprise.