Exploring the Interactive Relationship between Consumer Psychology and Marketing Strategies from the Perspective of Mediation

Abstract

The digital economy drives the innovation of marketing models, and the interaction mechanism between enterprise marketing strategies and consumer psychology is becoming increasingly complex. Traditional linear cognition of "strategy behavior" is difficult to explain the current differences in marketing effectiveness. This article is based on the mediation effect theory and combines authoritative achievements in consumer psychology and marketing to explore the transmission mechanism of mediating variables such as perceived value, brand trust, self consistency, and emotional identification. Through literature review and theoretical analysis, this study defines core concepts, identifies variable types, analyzes their mechanisms of action, and combines scenarios such as live streaming e-commerce and private domain operations to reveal the key link role of intermediary variables - product strategy needs to rely on perceived value, service strategy needs to rely on brand trust to influence consumer decisions, and the priority of intermediary variables varies between scenarios (perceived value is more significant in live streaming e-commerce, and emotional identification is more prominent in private domain operations). Based on this, strategic optimization suggestions are proposed to provide support for enterprises to accurately reach consumer psychology, improve marketing efficiency, and help improve relevant theoretical frameworks and adapt to consumer needs.