Fashion Shopping Value in WeChat Moments

• 作者: Yuhua Cui Yuling Bai
• 来源期刊: 经济管理学刊:中英文版
• 学科: 经济
• 关键词: FASHION SHOPPING Wechat MOMENTS SHOPPING VALUE PURCHASE INTENTION
• 年，卷（期）: 2018,（2）
• 页码范围: 220-224
• 页数: 5页
• 分类号: F

摘要

Fashion shopping in WeChat(微信)Moments(朋友圈)has become an important new channel because of the rapid development and broad application of the smart phone technology.The purpose of the paper is to test a model dealing with direct effects of shopping values on purchase intention.The research model was tested using smart phone in a survey of 276 respondents.The results as follows:First,higher shopping value perceived consumers have more purchase intention of fashion products in WeChat.Second,utilitarian shopping value play more positive impact on purchase intention than hedonic shopping value.Additional managerial implications are discussed.