Research on the Influence of E-Commerce Platform Marketing Strategy on Customers Purchase Intention

Take Pinduoduos bargaining activity as an example

Abstract

This research focuses on the correlation between the marketing strategy of e-commerce platform and customers purchase intention, and takes the highly representative bargaining activity of Pinduoduo as an analysis example. Pinduoduo bargaining activity skillfully integrates social and shopping scenes, with the temptation of low prices as the core driving force. In the process of bargaining, consumers invite friends to help and get deeply involved in social interaction, which not only strengthens the perception of price concessions, but also triggers the mentality of conformity and competition. This study using a variety of research methods, further parsing bargaining activities of sharing mechanism, price discount rendering way and user psychological change path, reveals the electric business platform how to use such strategies effectively stimulate customer purchase intention, and for the electricity industry in marketing model innovation and customer behavior guide to provide valuable reference and reference.