微信营销对大学生购买行为的影响研究 以广东药科大学中山校区为例【摘要】二十一世纪的当代社会，智能手机和移动互联网在人们的日常工作生活中扮演着重要组成成分，作为一个综合性移动互联网社交平台，微信也拥有大量忠实用户，因此诸多企业正在尝试将微信转化为商业营销活动的平台。本文首先国内外相关课题的研究现状进行初步了解，随后在消费者行为学相关理论以及研究模型的基础上，提出研究假设，然后将微信营销三种表现形式作为自变量，大学生感知价值为中间变量，购买意愿为因变量，设计问卷之后，继而进行描述性统计分析以及实证分析，检验假设正确性。最后根据分析，对企业提出相关策略以及建议。本文研究有助于填补国内外关于相关课题理论研究的空白之外，站在企业有效发展的角度来看，也能在一定程度上对精准细分消费者市场、细分消费者市场后如何更精准地为大学生消费者需求服务以及如何迎合大学生群体消费需求，为企业获得更高的效益提供了线索和一定的理论指导。【关键词】移动互联网；微信营销；购买行为；O2O 二维码营销Research on the influence of WeChat marketing on College Students' purchase behavior Taking Zhongshan campus of Guangdong Pharmaceutical University as an example【abstract】With the gradual penetration of smart phones and mobile Internet into people's daily work and life, WeChat as a comprehensive mobile Internet social platform also has a large number of loyal users, so many enterprises are trying to turn WeChat into a platform for commercial marketing activities.This paper first read and understood the research status of related topics at home and abroad, put forward research hypotheses on the basis of relevant theories and research models of consumer behavior, and then took three forms of WeChat marketing as independent variables, the perceived value of college students as the intermediate variable, and the purchase intention as the dependent variable. After designing the questionnaire, then carried out descriptive statistical analysis on the questionnaire data to A...
