Research Article
The Impacts of Content Marketing across Different Stages of Online Consumer Behavior －Based on Survey Research of VIPSHOP
@INPROCEEDINGS{10.4108/eai.17-6-2022.2322711, author={Wanling Xie and Yu He}, title={The Impacts of Content Marketing across Different Stages of Online Consumer Behavior －Based on Survey Research of VIPSHOP}, proceedings={Proceedings of the International Conference on Information Economy, Data Modeling and Cloud Computing, ICIDC 2022, 17-19 June 2022, Qingdao, China}, publisher={EAI}, proceedings_a={ICIDC}, year={2022}, month={10}, keywords={graphic information; live marketing; product placement; aisis}, doi={10.4108/eai.17-6-2022.2322711} }- Wanling Xie
Yu He
Year: 2022
The Impacts of Content Marketing across Different Stages of Online Consumer Behavior －Based on Survey Research of VIPSHOP
ICIDC
EAI
DOI: 10.4108/eai.17-6-2022.2322711
Abstract
The popularity and easy access of Internet has driven the sprung-up of e-commerce platforms, some of which finally disappear, some like VIPSHOP withstand competitions. This research explores the impact of graphic information, live marketing and product placement adopted by e-commerce platform on consumer behavior at different AISAS (attention, interest, search, action and share) stage in the context of VIPSHOP, adopting online questionnaire to collect data. From a total of 137 valid questionnaires, the author finds that online graphic and text information has a greater impact on stage of SA than other three stages, product placement has a greater impact on the latter A stage than other four stages and live streaming ’s impact on five stages is positively the same. The author suggests that enterprises should make rational use of the influence of these three marketing means on the five stages of the AISAS, make the three marketing means complementary to each other, further optimize and improve their own marketing strategies.