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An Empirical Study of Moments Marketing Influencing the Differences in Consumers’ Perception of Purchase Consumption in Sichuan

Miaomiao Zhang

Abstract


This study aimed to explore the famous Moments marketing that influences consumers’ perceptions of purchase consumption in Sichuan. With the advent of big data, relying on big data technology and algorithm analysis, WeChat started a high
user base, high user stickiness, high advertising efficiency, and extensive and accurate user portraits. Moments ads offered information in the mode of dissemination and a type of streaming advertising, which accounted for 80% of China’s social media
advertising and became an essential member of the social advertising industry. This study focused on three research objectives: the
impact of Moment marketing on customer purchase intention, the effect of Moment marketing on Sichuan customer perception in
purchase intention, and the difference in advertising effect under different perceived values.

Keywords


Moment Marketing; Consumer Perception; Purchase Consumption

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References


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DOI: http://dx.doi.org/10.18282/l-e.v10i6.2808

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