International Journal of Research Studies in Management
CollabWritive Special Issue
2023 Volume 11 Issue 6
Available Online: 15 August 2023
Author/s:
Zhang, Jingjing
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (2457363540@qq.com)
Abstract:
This paper determines the improvement strategy of online shopping platform through the three variables of e-commerce promotion strategy, consumer behavior and purchase intention. In order to better improve the online shopping platform, the researcher designed a questionnaire, selected the digital generation of consumers as the research object, and finally collected 323 questionnaires, and reached the following conclusion: e-commerce promotion strategy is positively correlated with consumer behavior and purchase intention, and consumer behavior is significantly correlated with purchase intention. Finally, an improvement framework of online shopping platform is developed, indicating that in order to achieve long-term and sustainable development of online shopping platform, e-commerce promotion strategies can be formulated, consumer behavior of the digital generation can be studied, and consumer purchase intention can be changed, so as to achieve the purpose of promoting the development of online shopping platform.
Keywords: E-commerce promotion strategy, digital generation consumer behavior, purchase intention
DOI: https://doi.org/10.5861/ijrsm.2023.1065
Cite this article:
Zhang, J. (2023). E-commerce promotional strategies, digital generation buying behavior and purchase intention: Inputs to online shopping platform improvement model. International Journal of Research Studies in Management, 11(6), 29-38. https://doi.org/10.5861/ijrsm.2023.1065