With the rapid increase of the number of mobile Internet users in China, the micro business industry based on the mobile social platform to carry out product sales activities is booming. However, in the process of micro business management, many micro businesses are difficult to engage in sales agency work for a long time, and sales performance is difficult to improve. The lack of attachment to the company and sales positions has become a prominent problem to be solved in micro business management. Based on the main line of job embeddedness influencing work performance, this paper fully combines the characteristics of Wechat business, deduces the important dimension expansion of family embeddedness which is highly consistent with Wechat business group, and introduces the two mediating variables of work-to-family conflict and emotional commitment, to deeply explore the internal mechanism of Wechat business family embeddedness influencing sales performance.

This study adopts the method of questionnaire survey, draws lessons from the mature scale at home and abroad, and makes appropriate modifications according to the opinions of two doctors of management and a Wechat businessman who has been engaged in business for many years. The small sample test shows that the questionnaire is reliable. A total of 301 valid questionnaires are obtained through the data survey platform. Confirmatory factor analysis, path analysis and bootstrap method are used to test the hypothesis.

The research shows that: First, Wechat business family embeddedness can improve sales performance. Second, Wechat business family embeddedness can improve their emotional commitment to the organization, and then improve sales performance. Third, work-to-family conflict and emotional commitment play a chain mediating role between Wechat business family embeddedness and sales performance, Wechat business family embeddedness can resolve work-to-family conflict, improve the emotional commitment to the organization, and ultimately improve sales performance.

The theoretical contributions of this paper are as follows: First, it enriches the related research of job embeddedness theory. This paper takes China’s Wechat business as the research object, starting from the job embeddedness theory, deduces the dimension of family embeddedness which is highly consistent with Wechat business group, and then discusses its impact on sales performance, which enriches the relevant research of job embeddedness theory from the perspective of dimension expansion. Second, it explores the mechanism of the effect of micro business family embeddedness on sales performance. This paper introduces the two mediating variables of work-to-family conflict and emotional commitment, analyzes the chain mediating role of work-to-family conflict and emotional commitment in the relationship between Wechat business family embeddedness and sales performance, and explores the mechanism of Wechat business family embeddedness influencing sales performance. Third, it deepens the research of sales management. As an important theory in the field of organizational behavior, the job embeddedness theory can reveal the promotion mechanism of job performance. In this paper, it is introduced into the field of micro business sales management to carry out relevant research on sales performance, so as to deepen the research on sales management to a certain extent.