The purpose of this study is to examine the structural relationships between characteristics of mobile WeChat, moment information sharing, brand awareness, and purchase intention in Korea brand. The questionnaires were distributed to the respondents who experienced WeChat use for recent 2 years. The self-administerd survey was undertaken from 1 October till 6 November in 2015. Excluding missing data, 316 usable data were used for analysis. The results were as follows. First, familiarity of Wechat mobile characteristics a had positive effect on moment information sharing. Second, accessibility and newness of Wechat mobile characteristics positively influence on brand awareness of Korea. Third, the moment information sharing had a positive effect on brand awareness of Korea. Fourth, the moment information sharing had not a significantly effect on purchase intention. Finally, it was found that the brand awareness had a positive(+) effect on purchase intention. The theoretical and practical implications are discussed. The limitations of this study is suggested for the future research.