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Influencing Factors of Sports and Leisure Product Sales Affecting Chengdu College Students' Purchase Intention

Jun Xiao


New media technologies and forms were connected increasingly with offline economic life, profoundly affecting our lives and significantly changing the original media ecology. In particular, the rise and development of a large number of mobile social platforms, among which the micro-communication platform represented by WeChat, had gradually emerged and become an indispensable marketing and promotion channel in modern times, promoting the transformation of marketing and promotion activities to the mobile terminal. The macro-environment and micro-environment also adopted the micro-business marketing model. Further suggestions were created to improve the promotional strategy on a micro-business shopping mode for better consumer purchase perception and satisfaction.


Influencing Factors; Micro-Business Shopping Mode; Purchase Intention

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Included Database


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Zhao H. (2014). Morad Benyoucef. User Preferences Of Social Features On Social Commerce Websites: An Empirical Study. Technological Forecasting & Social Change. Vol 95, p.57-72.

DOI: http://dx.doi.org/10.18686/fm.v8i2.6759