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Consumer Attitudes and Brand Development in WeChat Group Buying: An Analysis Using the Elaboration Likelihood Model (ELM)
- 1 Law School, University of Bristol, Bristol, BS1 5QD, The United Kingdom
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Abstract
This study investigates the role of consumer attitudes in shaping brand development within WeChat group buying, a unique social commerce model in China. By applying the Elaboration Likelihood Model (ELM), the research explores how factors like perceived value, social influence, trust, convenience, and entertainment influence consumer attitudes through both peripheral and central processing routes. Using a multi-dimensional survey, the study finds that initial consumer engagement often begins with peripheral cues, such as social influence and price advantages, which later transition to central-route engagement centered on product quality and service satisfaction. This transition fosters brand loyalty and encourages repeat purchasing behavior, highlighting the critical role of social influencers (group leaders) in facilitating these shifts. However, the study’s focus on Chinese consumers presents a limitation in generalizability, with future research suggested to include longitudinal data and cross-cultural comparisons. These findings offer valuable insights for businesses looking to strengthen brand loyalty within social commerce platforms like WeChat.
Keywords
Consumer Attitudes, Elaboration Likelihood Model (ELM), Social Commerce, WeChat Group Buying, Brand Loyalty
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Cite this article
Feng,N. (2024). Consumer Attitudes and Brand Development in WeChat Group Buying: An Analysis Using the Elaboration Likelihood Model (ELM). Advances in Economics, Management and Political Sciences,144,9-16.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Volume title: Proceedings of ICFTBA 2024 Workshop: Finance's Role in the Just Transition
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