| 许宁宁,胡雄,赵德玉.电商平台的营销模式对消费者行为的吸引力研究——以拼多多为例[J].唐山学院学报,2026,39(3):76-84 |
| 电商平台的营销模式对消费者行为的吸引力研究——以拼多多为例 |
| Research on the Attractiveness of E-commerce Platform Marketing Models to Consumer Behavior: A Case Study of Pinduoduo |
| 投稿时间：2025-09-30 |
| DOI：10.16160/j.cnki.tsxyxb.2026.03.011 |
| 中文关键词: 电商平台 营销模式 感知价值 购买意愿 拼多多 |
| 英文关键词: e-commerce platform marketing model perceived value purchase intention Pinduoduo |
| 基金项目:河北省高等学校科学研究项目(ZC2026092) |
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| 中文摘要: |
| 文章基于消费者行为理论,通过文献研究法、问卷调查法以及统计分析法,以拼多多为例,探究其营销模式对消费者行为的影响机制。实证显示,低价产品策略、社交化购物体验、娱乐化促销活动三大营销模式能够显著增强消费者的感知价值和购买意愿,且消费者的感知价值也显著正向影响购买意愿。基于此结果,针对电商平台存在的问题,提出了品控强化与品牌建设、简化营销规则、拓宽用户分层、深化与用户的情感联结等优化策略。 |
| 英文摘要: |
| Based on consumer behavior theory, this paper explores the impact mechanism of marketing models on consumer behavior using the case of Pinduoduo through literature research, questionnaire surveys and statistical analysis. The empirical evidence shows that the three major marketing models of low-price product strategy, socialized shopping experience and entertainment-based promotional activities, can significantly enhance consumers’ perceived value and purchase intention. Furthermore, consumers’ perceived value significantly and positively influences the purchase intention. Based on these findings, and addressing existing problems in e-commerce platforms, optimization strategies are proposed, including strengthening quality control and brand building, simplifying marketing rules, broadening user segmentation, and deepening emotional connections with users. |
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