电商促销对消费者购买意愿的作用机制研究——基于信息传递视角

Mechanism of the E-commerce Sales Promotion Effect on Purchase Intention——Based on the View of Information Diffusion

从信息传递的角度,以广西高校大学生为例,研究了电商促销对消费者购买意愿的影响机制。通过描述性统计分析发现,信息强度与购买意愿不一定成正比。回归分析表明,广西地区大学生的购买意愿与潮流、限量、价格和实用性需求信息均呈正相关,其中,最易受到潮流和信息的影响。同时,性别、专业、网购频率和网购商品类型差异对购买意愿影响并不显著。研究结果对电子商务商家改进营销策略有较为重要的指导意义。

Taking Guangxi university students as a study case,this article conducts study on the Mechanism of e-commerce sales promotion effect on customers＇ purchase intention based on the view of information diffusion. The descriptive statistics show that the information intensity is not necessarily proportional to the purchase intention. The regression analyses show that purchase intention of university students in Guangxi is significantly correlated to fashion,limited edition,price and practical demand information among which the most influential factors are fashion and information. Meanwhile,gender,major,shopping frequency and types of product do not seem to be statistically significant. The result has an important significance for the e-commerce retailers to improve their promotion strategy.