An Empirical Study of Consumer Attitude towards Mobile Marketing: Take WeChat as an Example

Du Yueping, Xia Xiaomeng

Abstract: This study aims to know how the factors mentioned influence consumer attitude towards WeChat. Based on the Theory of Rational Behavior, Technology Acceptance Model and the Use and Satisfaction Theory, through integrating and improving Technology Acceptance Model and the model of consumer behavior to construct research framework of consumer attitude towards WeChat marketing, and test consumer behavioral intention. The study was conducted by using questionnaire survey. Technique of data analysis used structural equation model and PLS path model. The result revealed that entertainment and trust have predictive significance to attitude in WeChat marketing, entertainment, usefulness, trust and attitude have predictive significance to behavioral intention, personalized and trust can enhance the usefulness of WeChat marketing.

Keywords: Mobile marketing, consumer attitude, WeChat marketing