Research on the Impact of Chinese E-commerce Festivals on College Students' Purchase Intentions

• 발행기관: 한국유통과학회
• 저자명: Shan YI YUANYUAN Liu QIUYAN Sun
• 간행물 정보: 『산경연구논집(JIDB)』Volume.15 No.9, 29~35쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.09.30

국문 초록

Purpose: With the rapid development of the e-commerce industry, online e-commerce festivals represented by the “Double Eleven Online Shopping Festival” and “618 Mid-Year Promotion” in China play a unique role in consumer activities and have an important impact on various consumers. As aborigines in the Internet era, college students have huge consumption potential. In order to meet the pursuit of a better life for college students and achieve impressive business results, e-commerce platforms will launch various e-commerce festivals. Research design, data and methodology: This article constructs a research model based on the stimulus organism response model and clue utilization theory, proposes relevant hypotheses, and uses SPSS 27.0 to test the proposed hypotheses. From the perspectives of promotion level, timeliness, and variety of categories, this study aims to verify the impact of e-commerce festivals on college students' purchasing intentions and draw relevant conclusions. Results: Empirical verification has shown that the promotion level, timeliness, variety of categories, and holiday trust of e-commerce festivals have a significant positive impact on the e-commerce festival trust of college students as a consumer group. Conclusions: The conclusion on college students' purchasing intentions not only has guiding significance for the formulation of marketing strategies for enterprises, but also helps to understand the current behavior patterns of young consumers.

목차

1. Introduction

2. Literature Review

3. Model Construction and Research Assumptions

4. Empirical Analysis

5. Results and Discussion

References

키워드

E-commerce Festival College Student Purchase Intention