Consumer Attitudes and Brand Development in WeChat Group Buying: An Analysis Using the Elaboration Likelihood Model (ELM)

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 studys 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.