WeChat's Effect on Online Purchase Intention of Fast Moving Consumer Goods

Abstract

The purpose of this study is to explore WeChat's effect on Fast Moving Consumer Goods (FMCG) online purchase intention among Chinese people in New Zealand. In this study, a quantitative research method is employed to collect primary data through an online survey with a questionnaire from 139 respondents in New Zealand. The findings reveal that WeChat is widely used by Chinese in New Zealand; with more than half of the respondents were using WeChat’s online shopping function. The WeChat users are mostly young people. When using WeChat to purchase, users in New Zealand are concerned about the interface on WeChat shopping, the recommendation of WeChat, the security and confidentiality of personal information on WeChat. These factors are highly correlated with online purchase intention. WeChat users agreed that WeChat is convenient, easy to use payment method. These two parameters are highly correlated with online purchase intention. On the contrary, WeChat users do not agree with product information, and other unfamiliar customers’ recommendation to buy FMCG through WeChat.