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1、AbstractAbstractInthecontextofpresentmobileinternetera,mobilesocialsoftwarehasbecomeanindispensablepartofourdailylife,WeChat,whichisemergedin2011thathas600millionusers,hasbeeninleadingpositionamongcurrentmobilesocialtoolswithvariousfunctionsandstrongsocialrelationchain,
2、convenientcommunicationplatformandprivateandaccuratecommunicationmethods,andthenumberofusersstillkeepsincreasing.Inthefaceofsuchhugenumberofusersanddevelopmentprospect,manyenterprisesareslavingoverWeChatcake.Fromthedateofbirth,entertainingsocialnaturehasalreadybeendecid
3、edbyWeChat’scommunicationnature,whichalsoisdoomedthatpeoplewouldnotspendtoomuchtimeonusingWeChatratherthanusingWeChattorelaxinfragmentedtime,suchasduringdinnerbreak,carwaitingtravel,studyingorworkingclearance,orbeforesleep.Comparedtootherclasses,collegestudentsisthegrou
4、pthathasmostfragmentedtimewithoutdoubt,meanwhile,asthegroupofpeoplewhogrowsupinthecontextofnewmobilesocialera,collegestudentshasrelativelyhigh-levelknowledgeandcuriosityfortheworldwithcouragetotry,andiswillingtoacceptnewthings.Mostimportantly,theyaregenerallyhigh-qualit
5、ypeoplewhoareenthusiasticaboutsocialnetwork,on-lineshopping,andsharingshoppingexperience.Therefore,withcollegestudentsasstudyobject,whethercollegestudentsuseWeChatplatformtoshop,whatfactorsdoaffectpurchasingintentionandhowenterpriseuseWeChattorunmarketingtostimulateWeCh
6、atpurchasingintentionofconsumerareexploredtoprovidereferencebasedontheinformationaboutusingWeChat.Inthispaper,relateddocumentsarereviewedfirst,andrelateddocumentsaboutWeChat,onlineshoppingandpurchasingintentionaresortedoutandconcluded,thenwithWeChatusersasstudysample,8a
7、ssumptionsareproposed,andstudymodelofWeChatpurchasingintentionofcollegestudentsisbuiltwithtechnologyacceptancemodelasbasisandtheoryofplannedbehaviorandrationalbehaviorassupportIII万方数据Abstractthoughtsmallscaleinterview.TheWeChatpurchasingintentionofcollegestudentsisanaly
8、zedbymeansofthismodelwithperceivedeaseofuse,perceivedusefulness,riskattentionandtrustasindependentvariable,use
