互联网背景下日化品牌跨界营销对消费者行为的影响研究

Research on the impact of cross-border marketing of daily chemical brands on consumer behavior in the context of the Internet

通过构建有调节的中介模型,以消费者行为为落脚点,探究互联网背景下日化品牌跨界营销战略在消费者层面的影响。研究发现:日化品牌跨界营销战略通过引发消费者关注而引导消费者的购买行为,消费者关注呈部分中介效应;互联网背景下,消费者个人特征对日化品牌跨界营销战略的后果存在显著调节效应,消费者年龄越大,跨界营销战略对消费者购买行为的影响越小;消费者受教育水平越高,则跨界营销战略对消费者购买行为的影响越大。

With the advent of the Internet era, the profound changes in the consumer environment, trends and circumstances characterized by the rise in disposable income of our residents for a short period of time trigger the upgrading of consumption. Residents can’t live without daily chemical products, but the development of daily chemical brands in the Internet era is not as satisfactory. By constructing a moderated intermediary model and taking consumer behavior as the landing point, this paper explored the impact of cross-border marketing strategies of daily chemical brands at the consumer level in the context of the Internet. This paper shows the conclusion that the cross-border marketing strategy of daily chemical brands leads consumers’ purchasing behavior by triggering consumers’ attention, and the consumers’ attention is partially mediated. In the Internet context, there is a significant moderating effect of the consumers’ personal characteristics on the consequences of cross-border marketing strategy of daily chemical brands. The older the consumers are, the smaller the influence of cross-border marketing strategy is on consumers’ purchasing behavior. The higher the consumers’ education level is, the greater the influence of cross-border marketing strategy is on consumers’ purchasing behavior.