Research on the Influence of Marketing Information Quality on Consumer Behavior — Taking Wechat Marketing as an Example

¹ Software Engineering Institute of Guangzhou, Guangzhou, China, 510990
² 2Guangzhou College of Technology and Business, Guangzhou, China, 510850

Abstract

With the continuous prosperity and development of Internet technology, the amount of information generated is increasing day by day, which inevitably leads to a series of problems such as marketing information surplus and user perception disorder. How to improve the quality of information and reduce the information disturbance to users has become an urgent problem for social media. This paper takes wechat marketing as an example, through literature research, questionnaire collection, SPSS statistical analysis and Amos structural equation fitting, based on previous research and the development status at home and abroad, summarizes various dimensions of marketing information quality, and combines drive theory and relationship marketing theory to identify three levels that affect user satisfaction and behavior: information content, utility and carrier quality. After reliability and validity test and structural equation fitting analysis, it is found that in three levels, there are five dimensions (authenticity, integrity, incentive, security, system performance) with user satisfaction as the intermediary variable, which positively affect user consumer behavior, and the influence coefficients of each dimension on user satisfaction are obtained. Among them, the influence coefficient of incentive on user satisfaction is the largest Suggestions on strengthening users' interest perception, improving the richness of media, optimizing the system layout and improving the information security mechanism.