IDEAS home Printed from https://ideas.repec.org/a/igg/jabim0/v13y2022i1p1-25.html

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

Author

Listed:
  • Zarqa Shaheen

    (ICL Graduate Business School, New Zealand)

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.

Suggested Citation

  • Zarqa Shaheen, 2022. "WeChat's Effect on Online Purchase Intention of Fast Moving Consumer Goods," International Journal of Asian Business and Information Management (IJABIM), IGI Global Scientific Publishing, vol. 13(1), pages 1-25, January.
    • Handle: RePEc:igg:jabim0:v:13:y:2022:i:1:p:1-25
    as

    Download full text from publisher

    File URL: https://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJABIM.302249
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Bandara, Ruwan & Fernando, Mario & Akter, Shahriar, 2020. "Explicating the privacy paradox: A qualitative inquiry of online shopping consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    2. Md. Shamim Hossain & Xiaoyan Zhou, 2018. "Impact of m-payments on purchase intention and customer satisfaction : perceived flow as mediator," International Journal of Science and Business, IJSAB International, vol. 2(3), pages 503-517.
    3. Teng, Lefa & Laroche, Michel, 2007. "Building and testing models of consumer purchase intention in competitive and multicultural environments," Journal of Business Research, Elsevier, vol. 60(3), pages 260-268, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lau, Hei Tong & Lee, Richard, 2018. "Ethnic media advertising effectiveness, influences and implications," Australasian marketing journal, Elsevier, vol. 26(3), pages 216-220.
    2. Shah, Purvi, 2020. "Managing customer reactions to brand deletion in B2B and B2C contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    3. Syed Far Abid Hossain & Zhao Xi & Mohammad Nurunnabi & Khalid Hussain, 2020. "Ubiquitous Role of Social Networking in Driving M-Commerce: Evaluating the Use of Mobile Phones for Online Shopping and Payment in the Context of Trust," SAGE Open, , vol. 10(3), pages 21582440209, July.
    4. Karl van der Schyff & Greg Foster & Karen Renaud & Stephen Flowerday, 2023. "Online Privacy Fatigue: A Scoping Review and Research Agenda," Future Internet, MDPI, vol. 15(5), pages 1-31, April.
    5. Wang, Xueqin & Chen, Tianyi & Yuen, Kum Fai, 2025. "A synthesised literature review of technology-based services: towards a paradoxical perspective on consumer-technology interactions," Journal of Business Research, Elsevier, vol. 200(C).
    6. Lena V. Bjørlo, 2024. "Freedom from interference: Decisional privacy as a dimension of consumer privacy online," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 12-36, June.
    7. Li, Jin & Zhang, Yulan & Mou, Jian, 2023. "Understanding information disclosures and privacy sensitivity on short-form video platforms: An empirical investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    8. Su-Chang Chen & Kuo Cheng Chung & Ming Yueh Tsai, 2019. "How to Achieve Sustainable Development of Mobile Payment through Customer Satisfaction—The SOR Model," Sustainability, MDPI, vol. 11(22), pages 1-16, November.
    9. Corina Paraschiv & Nawel Ayadi, 2025. "Ethicality of online dynamic pricing: an empirical investigation of consumer perception of ethical risks," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 24(3), pages 285-299, June.
    10. Higueras-Castillo, Elena & Liébana-Cabanillas, Francisco J. & Villarejo-Ramos, Ángel F., 2023. "Intention to use e-commerce vs physical shopping. Difference between consumers in the post-COVID era," Journal of Business Research, Elsevier, vol. 157(C).
    11. Ereni Markos & Priscilla Peña & Lauren I. Labrecque & Kunal Swani, 2023. "Are data breaches the new norm? Exploring data breach trends, consumer sentiment, and responses to security invasions," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(3), pages 1089-1119, July.
    12. Selin Türkel & Ebru Uzunoğlu & Melike Demirbağ Kaplan & Beril Akıncı Vural, 2016. "A Strategic Approach to CSR Communication: Examining the Impact of Brand Familiarity on Consumer Responses," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(4), pages 228-242, July.
    13. Jie Chen & Wenjian Fan & Junlong Wei & Zunli Liu, 2022. "Effects of linguistic style on persuasiveness of word-of-mouth messages with anonymous vs. identifiable sources," Marketing Letters, Springer, vol. 33(4), pages 593-605, December.
    14. Shaw, Norman & Eschenbrenner, Brenda & Brand, Benedikt M., 2022. "Towards a Mobile App Diffusion of Innovations model: A multinational study of mobile wallet adoption," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    15. Hossain Md Shamim & Zhou Xiaoyan & Rahman Mst Farjana, 2019. "Customer satisfaction under heterogeneous services of different self-service technologies," Management & Marketing, Sciendo, vol. 14(1), pages 90-107, March.
    16. Yuyang Zhao & Fernando Bacao, 2021. "How Does Gender Moderate Customer Intention of Shopping via Live-Streaming Apps during the COVID-19 Pandemic Lockdown Period?," IJERPH, MDPI, vol. 18(24), pages 1-24, December.
    17. Jie Chen & Lefa Teng & Yonghai Liao, 2018. "Counterfeit Luxuries: Does Moral Reasoning Strategy Influence Consumers’ Pursuit of Counterfeits?," Journal of Business Ethics, Springer, vol. 151(1), pages 249-264, August.
    18. Ying, Shiyi & Huang, Youlin & Qian, Lixian & Song, Jinzhu, 2023. "Privacy paradox for location tracking in mobile social networking apps: The perspectives of behavioral reasoning and regulatory focus," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    19. Chen, Jie & Teng, Lefa & Yu, Ying & Yu, Xueer, 2016. "The effect of online information sources on purchase intentions between consumers with high and low susceptibility to informational influence," Journal of Business Research, Elsevier, vol. 69(2), pages 467-475.
    20. Theres Rüger & Janek Mücksch & Florian U. Siems, 2025. "Leveraging moral foundations theory in sociopolitical campaigns: an empirical investigation on how brands can persuade university-affiliated consumers with moral reframing," Journal of Brand Management, Palgrave Macmillan, vol. 32(6), pages 484-509, November.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jabim0:v:13:y:2022:i:1:p:1-25. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.