Research Article
A Study on the Influence of E-Commerce Platform Interaction Strategies on Users' Purchase Intention -- a Case Study of Barba Farm
@INPROCEEDINGS{10.4108/eai.26-5-2023.2334432, author={Shunfei Huang and Jing Li}, title={A Study on the Influence of E-Commerce Platform Interaction Strategies on Users' Purchase Intention -- a Case Study of Barba Farm}, proceedings={Proceedings of the 2nd International Conference on Mathematical Statistics and Economic Analysis, MSEA 2023, May 26--28, 2023, Nanjing, China}, publisher={EAI}, proceedings_a={MSEA}, year={2023}, month={7}, keywords={e-commerce interaction strategy; purchase intention; sor stimulus-response theory; barba farms introduction}, doi={10.4108/eai.26-5-2023.2334432} }- Shunfei Huang
Jing Li
Year: 2023
A Study on the Influence of E-Commerce Platform Interaction Strategies on Users' Purchase Intention -- a Case Study of Barba Farm
MSEA
EAI
DOI: 10.4108/eai.26-5-2023.2334432
Abstract
By establishing deeper communication with consumers, social e-commerce enhances consumers' desire to buy commodities. Taking "Ba Ba Farm" developed by Taobao platform as an example, this paper conducts an in-depth investigation of users of Ba Ba Farm, including existing industry data, and invites users to conduct questionnaire analysis, and builds a theoretical model based on SOR model (stimulus-body-response model). After the various variables do correlation analysis, multiple regression analysis, mediation effect analysis. The study found that the interaction strategy in e-commerce has a certain effect on consumers' willingness to buy goods; As an intermediate variable, the perceived value of customers plays an important role in this process. According to the research literature referred by the author, combined with the specific situation of Barbara's Farm, the author puts forward the management enlightenment of adjusting strategies and developing diversified interactive strategies in combination with the actual market situation.
