Abstract
Based on the Stimulus-Organism-Response (SOR) model, we extract the influencing factors of user information behavior in the enterprise Wechat Official Account marketing, and construct the influencing factor model by using user sentiment and user trust as mediator variables. The theoretical test is carried out through questionnaires and data analysis. Result shows that information entertainment and title novelty positively affect user sentiment, while user sentiment and user trust positively affect information concern behavior. Therefore, to carry out Wechat Official Account marketing, information title should be highlighted and information content should be interesting and novel.
Recommended Citation
Wan, Jiangping and Cheng, Ke, "Research on the Influencing Factors of Enterprise Wechat Official Accounts Marketing Effectiveness" (2019). WHICEB 2019 Proceedings. 38.
https://aisel.aisnet.org/whiceb2019/38