ELECTRONIC COMMERCE MARKETING STRATEGY AND ITS INFLUENCE ON PURCHASE DECISIONS OF CONSUMERS
Keywords:Electronic Commerce Marketing, Strategy, Consumer, Decision, Purchase
With the rapid development of the network, the industry of electronic commerce shows a blowout type development, and the electronic commerce marketing mode appears in response to this trend. Compared with traditional marketing modes, the electronic commerce marketing mode is more flexible and covers a more extensive range. It fits a new generation of consumer groups' consumption orientation that focuses on individual experience, highlights personality and characteristics, has the desire of socializing and sharing, and attaches importance to application scenarios, emerging as a new force in the competition of the consumer market. Based on the analysis of current electronic commerce marketing strategies, this paper studies multiple factors that influence the electronic commerce marketing, analyses the consuming behavior and shopping psychology of consumers online, thus, to provide countermeasures that can influence the purchase decision of consumers and finally realize the optimal purpose of online marketing.
Bagozzi, R. P., Baumgartner, H., and Yi, Y. (1991). Coupon Usage and the Theory of Reasoned Action[J]. Advances in Consumer Research, 43(5), 41-47.
Bourdeau,L.，Chebat,J.C.,and Couturier，C. (2002). Internet Consumer Value of University Students: E-Mail-VS-Web Users，Journal of Retailing and Consumer Services. DOI: https://doi.org/10.1016/S0969-6989(01)00025-X
Chen, X., and Liu, W. (2021). Analysis of Network Marketing Strategy of E-Commerce Platform [J]. Fortune Today (China Intellectual Property), (01), 81-82.
Dong, Q. (2022). Problems and Improvement Measures In E-Commerce Marketing [J]. Journal of Economic Research, (03), 77-79.
Du, X., Ding, X., Xie, Z., and Lei, L. (2016). Research on the Impact of Online Reviews on Consumer Purchase Intention [J], Management Review, 173-183.
Fishbein and Ajzenl (1975). Belief，Attitude，Intention and Behavior: An Introduction to Theory and Research[M]．Addison-Wesley，Reading，MA.
Guo, Li. (2011). Research on Influencing Factors of Consumer Purchase Behavior Under Internet Conditions [J]. Jiangsu Business Theory, (1), 23-26.
Guo, Y. (2021). Research on Optimization of E-Commerce Marketing Management Strategy in the Age of Big Data [J]. Research on Industrial Innovation. (20)
Huang, J., Liu, H., and Guo, Y. (2016). Research on The Impact of Online Promotion Restrictions on Consumer Purchase Decision-Based on The Perspective of Elaboration Possibility [J]. Business Economics and Management, (05).
Ke, Q. (2004). A Study on Online Consumer Purchase Behavior Model [D]. Central China Normal University.
Li, Meng. (2016). Research on The Impact of Service Guarantee on Consumer Purchase Intention in online Shopping Environment [D]. South China University of Technology.
Li, Z., Xiao, R., and Zhao, X. (2021). Research on Influencing Factors of College Students 'Use of E-Commerce Live Broadcast Platform--Taking Taobao Live Broadcast as an Example [J]. Intelligence Discovery, (01), 72-78.
Luo, H., and Fan, X. (2006). Relationship Marketing Mechanism Based on Psychological Contract: Empirical Research on Service Industry [J], Business Economics and Management, 25 (5), 574-580.
Ma, X. (2020). On Celebrity Advertising Effect and its Psychological Impact on Consumers in the New Media Era--A Case Study of Netizens "Li Jiaqi"[J]. Modern Marketing (Business Edition), (03), 100-101.
Murdock, T. (2012). Content Marketing VS. Social Media Marketing : What's The Difference ?,02．
Pul Izzi, J.，and Barrett, N. (2009). Get Customers--How to use Content Marketing to Deliver Relevant，Valuable，and Compelling Information That Turns Prospects Into Buyers[M]，Bonita Springs.
Skadberg, Y.X., and Kimmel, J.R., (2004). Visitors' Flow Experience while Browsing a Web Site : Its Measurement，Contributing Factors and Consequences[J]. Computers in Human Behavior，20(03), 403-422. https://doi.org/10.1016/S0747-5632(03)00050-5. DOI: https://doi.org/10.1016/S0747-5632(03)00050-5
Sun, Y., and Liu, X. (2014). Research On Factors Influencing Online Consumer Purchase Behavior Under The New Trend of E-Commerce [J]. Journal of Beijing Technology and Business University (Social Science Edition), 29 (4), 93-101.
Wang S., and Du J. (2020). Impact of Live Webcasting on College Students 'Consumption [J]. Marketing World, (51), 5-6.
Wang X. (2020). Research on The Influence of Online Live Broadcast With Goods on Consumers 'Purchase Intention Based on Hierarchical Regression Analysis [J]. Gansu Science and Technology, 49 (11), 76-80.
Xu, M., Cui, W., and Wei, Z. (2021). Consumer Flow Mode and Scenario Marketing Under The Influence of Mobile Live Video Broadcasting--Taking Customer Perceived Risk and Customer Perceived Value as Mediating Mechanism [J]. Market Weekly, 34 (01), 91-94.
Zeithaml, (1988).Consumer Perceptions of Price，Quality And Value : A Means End Model and Synthesis of Evidence．Journal of Marketing．52(7)． https://doi.org/10.2307/1251446. DOI: https://doi.org/10.2307/1251446
Zhang, B. (2000). Analysis of Online Consumer Groups and Purchase Behavior [J]. Journal of Donghua University, Natural Science Edition, (5), 53-57.
Zhou, Li, and Fan, J. (2021). Shaping Trust : Scene Framework and Emotional Logic of Online E-Commerce Live Broadcasting [J]. Journal of Southwest University For Nationalities (Humanities and Social Sciences Edition), 42 (02), 142-147.
Itzmaurice, J. (2005). Incorporating Consumers' Motivations Into The Theory of Reasoned Action[J]. Psychology and Marketing, 22(11), 911-929. https://doi.org/10.1002/mar.20090. DOI: https://doi.org/10.1002/mar.20090
How to Cite
Copyright (c) 2022 Likun Xing, Dr. Chuanchen Bi
This work is licensed under a Creative Commons Attribution 4.0 International License.
License and Copyright Agreement
In submitting the manuscript to the journal, the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
- That it is not under consideration for publication elsewhere.
- That its release has been approved by all the author(s) and by the responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
Authors who publish with International Journal of Engineering Technologies and Management Research agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
For More info, please visit CopyRight Section