Analysis on Marketing Strategies and Consumer Behavior during Online Shopping Carnival in China

Wu, Yuchun

doi:10.26689/pbes.v4i4.2387

Cited by 3 publications

(3 citation statements)

References 5 publications

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“…Secondly, the concept of customers, in the traditional shopping habits, consumers rely on seeing is believing, through personally looking, smelling, touching, tasting, trying and other feelings to judge and choose products, so as to make purchase decisions. In online shopping, only a visual effect is provided, and consumers would form a perception and cognition of this kind of shopping, which would have an impact on consumer behavior [19].…”

Section: Influencing Factors Of Online Consumer Behaviormentioning

confidence: 99%

Consumer Behavior of Multimedia Image Data Fusion Algorithm in E-Commerce Environment

2023

AJBM

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With the rise of the Internet, e-commerce has penetrated into all aspects of people's lives. This paper classifies the consumers in e-commerce environment, constructs the feature set of social commerce customer portrait, and then uses multimedia image data fusion algorithm to extract the salient features of customers, and then paints the customer portrait in e-commerce environment. Based on the establishment of the feature database of the customer portrait, through the construction and reconstruction of the original data set, the behavior characteristics of the customer are analyzed comprehensively. This paper establishes a customer portrait model that can handle both categories and continuity at the same time to get the features that affect customers, and gives the characteristic trend of customer consumption. In terms of shopping ratings, customers are clearly choosing 3.5 and 4-star merchants, with 55% choosing 3.5 to 5 stars. This paper can improve customers' trust in merchants, improve user stickiness, and maintain the relationship between consumers and merchants, which is conducive to the spread of Internet word-of-mouth.

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Section: Influencing Factors Of Online Consumer Behaviormentioning

confidence: 99%

Consumer Behavior of Multimedia Image Data Fusion Algorithm in E-Commerce Environment

2023

AJBM

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“…Logistics, during the online shopping festival produced a large number of product packages, if the package transportation is not smooth will appear a variety of logistics and distribution problems, thereby increasing the cost of e-commerce product sales. In the rapid development of e-commerce and the popularity of online shopping, merchants should contact the relevant logistics units to distribute items in a timely manner, to ensure that in the prescribed time to the timely delivery of goods to consumers [10]. E-commerce should strengthen the construction of a more perfect and rapid logistics network.…”

Section: Logistics and After-sales Strategy Improvementsmentioning

confidence: 99%

Based on the Study of the Psychological Characteristics and Behavior Mechanism of Internet Users under the Internet E-Commerce Platform

2022

IJFS

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In view of the growing trend of online consumption, more and more online shopping festivals began to come out of time, more and more merchants are gradually opening up online discounting to stimulate consumption patterns. Facing the needs of consumers and psychology, how should merchants formulate corresponding countermeasures to meet the needs of network consumers, to achieve a win-win situation between merchants and consumers? This paper is aimed at the psychological and behaviour characteristics of online consumers for businesses to find more scientific and reasonable marketing strategies, while exploring the e-commerce market and online shopping model more perfect. Through the network questionnaire survey network shopping consumers in the large-scale online shopping festival a series of behaviour and psychological activities, in response to the results of the survey, we use cross-analysis method to analyse the consumer's desire to buy in different time periods is different, different ages of consumption amount is also different, consumers of various large-scale shopping festival consumption factors. In order to develop the appropriate marketing strategy for the business to provide advice.

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“…In the environment of big data, online information is filled with all aspects of people's life, which is characterized by large amount of data and high dimension (Seger-Guttmann, 2019;Siyal et al, 2021;Wu, 2021;Moraliyska, 2023) . Rapid innovation in the online field has led to more development.…”

Section: Introductionmentioning

confidence: 99%

Research on the Analysis and Impact of Internet Celebrity Economy on Consumers’ Irrational Buying Behavior in the Big Data Environment

Ke,

Wel

2023

Economics

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In the context of big data, the internet celebrity economic marketing model has gradually become one of the mainstream online marketing models. Internet celebrities use their special influence and characteristics of the times to bring revolutionary changes to product promotion. This phenomenon carries more economic value and has significant social impact. At the same time, the development of the Internet celebrity economy has triggered concerns that irrational consumer behaviour may disrupt the e-commerce market. This paper investigates the influence of the Internet celebrity economy on consumers’ irrational purchase behaviour in this environment. To do so, the K-means clustering method is utilized to collect data on both internet celebrity economies and consumers’ irrational buying behaviour. The study develops a research model with the independent variables of internet celebrities’ professional degree, credibility, and fan attraction, and the dependent variable of consumers’ buying behaviour, with consumers’ buying sentiment serving as an intermediary variable. The empirical analysis demonstrates that the Internet celebrity economy significantly impacts consumers’ irrational purchase behaviour, with higher levels of professionalism, credibility, and fan attraction among internet celebrities associated with greater likelihoods of irrational consumer purchasing. Based on these findings, two strategies are proposed to mitigate irrational purchasing behaviour: improving the professional quality of internet celebrities and promoting rational consumer buying practices.

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Analysis on Marketing Strategies and Consumer Behavior during Online Shopping Carnival in China

Cited by 3 publications

References 5 publications

Consumer Behavior of Multimedia Image Data Fusion Algorithm in E-Commerce Environment

Consumer Behavior of Multimedia Image Data Fusion Algorithm in E-Commerce Environment

Based on the Study of the Psychological Characteristics and Behavior Mechanism of Internet Users under the Internet E-Commerce Platform

Research on the Analysis and Impact of Internet Celebrity Economy on Consumers’ Irrational Buying Behavior in the Big Data Environment

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