The Factors that Affect Customers Purchase Intention whilst Using WeChat as A Marketing Tool

Abstract

The independent study is mainly to find out the factors (perceivedG enjoyment, perceived usefulness, perceived ease of use, trust, brand image and attitude) that affect customers' purchase intention whilst using WeChat as a marketing tool, it took university student as the target population and was to apply random sampling to select 4 universities which has English program in Bangkok area. The data analysis was based on 385 valid questionnaires and was processed by SPSS. The study result showed two aspects: Firstly, the majority of customers who are like to purchase within WeChat is married female with master degree aged between 26 to 29 years, and their income is between 20,001 to 35,000 baht. They purchase within WeChat2-3 times per month. Secondly, perceived enjoyment, trust, perceived ease of use, attitude, perceived usefulness, brand image have high positive correlation relationship with purchase intention, also have positive impact on purchase intention. So this study gave some managerial implications finally.