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随着互联网的发展,人们面对面的交流时间越来越短,在线时间越来越长,刷屏、发微信、抢红包成为顾客时尚行为。买家与卖家之间的互动方式已悄然改变。微店是微信流行的产物,体现新型的营销方式。为了提高微店的竞争力,本研究以互动效果为研究切入点,分析顾客信心中介作用、顾客购买意向影响因素,构建微营销模型,提出微店未来的经营策略。
With the development of the Internet, people face to face shorter and shorter exchanges, online time longer and longer, brush screen, send micro letter, grab the red envelope to become customer fashion behavior. The way buyers and sellers interact has quietly changed. Micro-store is a popular product of WeChat, reflecting the new marketing approach. In order to improve the competitiveness of micro-stores, this study takes the interaction effect as the research starting point, analyzes the role of customer confidence intermediary, factors influencing customer purchase intention, builds the micro-marketing model and proposes the future business strategy of micro-store.