Analyzing the Impact of Different Marketing Approaches on Consumers' Online Shopping Preference

Yibing Jiang

doi:10.54254/2754-1169/24/20230417

Research Article

Open access

Published on 13 September 2023

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Jiang,Y. (2023). Analyzing the Impact of Different Marketing Approaches on Consumers' Online Shopping Preference. Advances in Economics, Management and Political Sciences,24,71-78.

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Analyzing the Impact of Different Marketing Approaches on Consumers' Online Shopping Preference

Yibing Jiang *^,1,

¹ The University of Sydney

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/24/20230417

Abstract

With the development of the Internet, online shopping has become increasingly important and widespread in people's daily lives. The marketing methods used by merchants in online shopping have gradually attracted the attention of scholars and research. However, consumers know little about the marketing strategies and merchants are not sure which of these marketing strategies they prefer. This paper is based on the background of the times, firstly, the research and summary of the relevant literature to understand the types and outlines of marketing strategies, based on this research method of interview collection, the collection of interview texts and analysis of the texts, the study of the impact of different marketing strategies on consumer preferences, with the intention of research to test the hypothesis proposed in the text. After analyzing the interview texts, the following conclusions were drawn: 1. Product marketing strategy positively impacts consumer choice preferences; 2. Price marketing strategy has a positive impact on consumer choice preferences; 3. Channel marketing strategy has a positive impact on consumer choice preferences; 4. Promotional marketing strategy has a positive impact on consumer choice preferences; 5. Consumers tend to prefer promotional marketing strategies. Based on this, this paper gives suggestions that merchants should choose promotional marketing strategies first and mix other marketing strategies to achieve better results in online marketing.

Keywords

marketing strategies, selection preferences, interview, case studies

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Cite this article

Jiang,Y. (2023). Analyzing the Impact of Different Marketing Approaches on Consumers' Online Shopping Preference. Advances in Economics, Management and Political Sciences,24,71-78.

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About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

Conference website: https://2023.icmred.org/

ISBN：978-1-915371-91-1(Print) / 978-1-915371-92-8(Online)

Conference date: 28 April 2023

Editor：Canh Thien Dang, Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.24

ISSN：2754-1169(Print) / 2754-1177(Online)

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