Paper Infomation
Fashion Shopping Value in WeChat Moments
Full Text(PDF, 36KB)
Author: Yuhua Cui, Yuling Bai
Abstract: Fashion shopping in WeChat Moments has become an important new channel because of the rapid development and broad application of the smart phone technology. The purpose of the paper is to test a model dealing with direct effects of shopping values on purchase intention. The research model was tested using smart phone in a survey of 276 respondents. The results as follows: First, higher shopping value perceived consumers have more purchase intention of fashion products in WeChat. Second, utilitarian shopping value play more positive impact on purchase intention than hedonic shopping value. Additional managerial implications are discussed.
Keywords: Fashion Shopping, WeChat Moments, Shopping Value, Purchase Intention
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