중국 WeChat의 다차원 고객 참여에 영향을 미치는 요인에 관한 연구

다국어 초록 (Multilingual Abstract)

WeChat is the most representative mobile social networking application in China. This study aims to grasp factors influencing multidimensional customer participation in enterprises marketing activities using mobile SNS, and examines how both online and offline factors affect general participation and active participation, and finally analyzes the effect mechanism of these factors on the two different dimensions of user participation.
In this empirical study, 519 samples of Chinese customers who use WeChat were collected and investigated as respondents. The collected data were analyzed using SEM(structural equation modeling). The analytical results show that interaction, entertainment, preferential synergy and strategic synergy have enhanced customers general participation; Interaction, entertainment, preferential synergy and strategic synergy interaction have enhanced customers active participation; and customers general participation positively affect active participation.
This research made contributions by examining factors that enhances customers participation in the enterprises marketing via WeChat the most widely used mobile SNS application in China. In addition, solutions were provided that help enterprises to improve customers participation level via WeChat.

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