Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Relational Benefits and Visual Arts Outcomes via WeChat Business

  • Cui, Yu Hua (Academy of Fine Arts, Yanbian University)
  • Received : 2019.07.24
  • Accepted : 2019.09.11
  • Published : 2019.12.15
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Abstract

The purpose of this study was to understand the effect of WeChat relational benefits on customer satisfaction and purchase intention. Due to the rapid development in the technological field, the use of WeChat has expanded drastically in recent years. In visual arts industry, WeChat business occupies a significant proportion of emerging industries. The recruited participants that were recruited via an online survey website were 335 (www.sojump.com). SPSS 22.0 statistical system was used to analyze the descriptive statistics, reliability, and validity. This study conceptualizes the positive relationship among relational benefits, customer satisfaction, and purchase intention of visual arts products. The findings indicated that WeChat users' relational benefits can be categorized into two distinct benefit types: confidence, and social benefits. The more relational benefits WeChat users perceived, the higher the level of satisfaction. In contrast, the positive influence of customer satisfaction on purchase intention is weaker in consumers with a higher level of perceived risk. The results of this study will help WeChat business to retain its customers, thus, gaining a long-term value for visual arts industry. Theoretical and managerial implication for WeChat business are provided.

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References

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