International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 6
Available Online: 15 July 2024
Author/s:
Cao, Qian
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
In the era of Internet + economic globalization, online shopping has become an important way of life and entertainment for all people. Especially during the epidemic period, consumers can buy goods from all over the world without leaving their homes, which not only promotes the further development of economic globalization, drives the cycle of the world economy, but also provides various conveniences for people’s lives. This paper makes an in-depth study on online shopping consumer values, consumer loyalty and consumer participation. A marketing strategy architecture and framework were proposed as the basis for strategic planning to improve these practices. This paper used descriptive research methods and questionnaires as the sources of data collection. Regression analysis and variance analysis were used for statistical analysis. The survey shows that online shopping has a significant correlation between functional value, social value, emotional value and consumer values, where consumer values were reflected through the functional value, social value and emotional value of online shopping. There is a significant correlation between consumer purchasing experience, commodity quality, transportation and delivery and consumer loyalty. If consumers have rich experience in online shopping, the quality of goods meets the expectations of consumers, and the timeliness of goods transportation and delivery can enhance the loyalty of consumers to online shopping. At the same time, there is a significant correlation between pre-sale stage, sale stage and after-sales stage and customer participation. The participation and purpose of online shopping consumers are different in various shopping stages. Therefore, enterprises need to formulate marketing strategies according to the needs of consumers in different shopping stages. Finally, put forward the online shopping marketing strategy formulation framework and suggestions.
Keywords: consumption values, consumer loyalty, customer engagement, online shopping
DOI: https://doi.org/10.5861/ijrsm.2024.1079
Cite this article:
Cao, Q. (2024). Consumption values, consumer loyalty and customer engagement online shopping: Basis for strategic marketing improvement framework. International Journal of Research Studies in Management, 12(6), 81-91. https://doi.org/10.5861/ijrsm.2024.1079