Author(s)

Liyuan Wan, Jingwen Zhang

Corresponding Author

Liyuan Wan

Abstract

With the rise of social media, the WeChat circle of friends has become an important platform for companies to conduct product marketing. An important way for businesses to advertise and promote their products. In an age of complicated information, how can companies take good use of circle of friends to enhance the consumers' purchase intention? The enhancement of consumers' willingness to buy requires further research. Based on the theory of technology acceptance model, this research adopts the methods of interviews and empirical tests to build a research model of the influence of friends circle ads on consumers' purchase intention. Evidence shows that, consumers' perceived benefits, perceived accuracy, and the quality of information in the advertisements have a positive effect on consumers' purchase intention. Perceived risk has a large negative impact on consumers' willingness to purchase. Based on the research conclusions, this article put forward corresponding management suggestions to businesses.

Keywords

Friends circle advertisement; Micro-business; Technology acceptance model; Purchase intention