Social media has emerged as a major global influence on consumer behavior in recent years.User-generated,interactive content is made possible by platforms like Facebook,Instagram,YouTube,and TikTok,and it has a big im...Social media has emerged as a major global influence on consumer behavior in recent years.User-generated,interactive content is made possible by platforms like Facebook,Instagram,YouTube,and TikTok,and it has a big impact on opinions and buying decisions.Therefore,the objective of this research was to examine the influence of social media(online reviews,social media influencers,eWOM,advertisements,social media usage laws,and information)on consumers’purchase decisions of electronic products.Guided by the theory of planned behavior and social influence theory,a quantitative approach was used,with data collected via a structured questionnaire from 150 respondents over four weeks.Analysis was conducted using SPSS 30.SPSS analysis demonstrated that social media usage laws and social media influencers had a strong positive correlation with consumers’purchase decisions,highlighting their pivotal role in shaping preferences and disseminating information.Reliable and accessible product information also emerged as a significant predictor of consumer choices.In contrast,online reviews,eWOM,and advertisements exhibited minimal influence within this context or might have adverse influence.This article provides guidelines for electronic products to prioritize social media strategies,invest in high-quality information dissemination,and leverage influencer partnerships to effectively engage consumers and drive sales.展开更多
In recent years,with the rapid development and popularization of Internet information technology,many new media platforms have risen rapidly,and major e-commerce companies have begun to explore the mode of livestreami...In recent years,with the rapid development and popularization of Internet information technology,many new media platforms have risen rapidly,and major e-commerce companies have begun to explore the mode of livestreaming.Especially during the COVID-19 pandemic,due to the lockdown,live-streaming has become an important means of economic development in many places.Owing to its remarkable characteristics of timeliness,entertainment,and interactivity,it has become the latest and trendiest sales mode of e-commerce channels,reflecting huge economic potential and commercial value.This article analyzes two models and their characteristics of live-streaming sales from a practical perspective.Based on this,it outlines consumer purchasing decisions and the factors that affect consumer purchasing decisions under the live-streaming sales model.Finally,it discusses targeted suggestions for using the live-streaming sales model to expand the consumer market,hoping to promote the healthy and steady development of the live-streaming sales industry.展开更多
We previously proposed a method for creating product maps with SOM （Self-Organizing Maps） to be used during purchase decision making. In that study, we first established two class boundaries, which divide the area b...We previously proposed a method for creating product maps with SOM （Self-Organizing Maps） to be used during purchase decision making. In that study, we first established two class boundaries, which divide the area between the minimum and maximum range of an input feature value into three equal parts. Then, we produced self-organizing product maps using classification data inputs. Finally, we applied our method to five product types and confirmed its effectiveness. In this paper, we propose a method for selecting alternatives from a product map, in which we have located a favorite several examples of selecting alternatives and making decisions using cluster, and/or from a favorite component map. We then show the AHP （Analytic Hierarchy Process）.展开更多
Current literatures assume that a consumer’s willing to pay(WTP) for a bundle is equal to the sum of his or her separate reservation prices for the component goods and concludes that mixed bundling is superior to pur...Current literatures assume that a consumer’s willing to pay(WTP) for a bundle is equal to the sum of his or her separate reservation prices for the component goods and concludes that mixed bundling is superior to pure components in a monopoly market. However, full mixed bundling is a discount conduct in order to attract more consumers, and the price of the bundle must be lower than the sum of the prices of two products, which must be considered in a consumers’ WTP for the bundle.Then, if consumers’ reservation prices are heterogeneous and subject to the uniform distribution, we can draw opposite conclusions: Full mixed bundling is disadvantageous to firms when Stackelberg pricing.The profit under full mixed bundling is less than that under pure components.展开更多
文摘Social media has emerged as a major global influence on consumer behavior in recent years.User-generated,interactive content is made possible by platforms like Facebook,Instagram,YouTube,and TikTok,and it has a big impact on opinions and buying decisions.Therefore,the objective of this research was to examine the influence of social media(online reviews,social media influencers,eWOM,advertisements,social media usage laws,and information)on consumers’purchase decisions of electronic products.Guided by the theory of planned behavior and social influence theory,a quantitative approach was used,with data collected via a structured questionnaire from 150 respondents over four weeks.Analysis was conducted using SPSS 30.SPSS analysis demonstrated that social media usage laws and social media influencers had a strong positive correlation with consumers’purchase decisions,highlighting their pivotal role in shaping preferences and disseminating information.Reliable and accessible product information also emerged as a significant predictor of consumer choices.In contrast,online reviews,eWOM,and advertisements exhibited minimal influence within this context or might have adverse influence.This article provides guidelines for electronic products to prioritize social media strategies,invest in high-quality information dissemination,and leverage influencer partnerships to effectively engage consumers and drive sales.
文摘In recent years,with the rapid development and popularization of Internet information technology,many new media platforms have risen rapidly,and major e-commerce companies have begun to explore the mode of livestreaming.Especially during the COVID-19 pandemic,due to the lockdown,live-streaming has become an important means of economic development in many places.Owing to its remarkable characteristics of timeliness,entertainment,and interactivity,it has become the latest and trendiest sales mode of e-commerce channels,reflecting huge economic potential and commercial value.This article analyzes two models and their characteristics of live-streaming sales from a practical perspective.Based on this,it outlines consumer purchasing decisions and the factors that affect consumer purchasing decisions under the live-streaming sales model.Finally,it discusses targeted suggestions for using the live-streaming sales model to expand the consumer market,hoping to promote the healthy and steady development of the live-streaming sales industry.
文摘We previously proposed a method for creating product maps with SOM （Self-Organizing Maps） to be used during purchase decision making. In that study, we first established two class boundaries, which divide the area between the minimum and maximum range of an input feature value into three equal parts. Then, we produced self-organizing product maps using classification data inputs. Finally, we applied our method to five product types and confirmed its effectiveness. In this paper, we propose a method for selecting alternatives from a product map, in which we have located a favorite several examples of selecting alternatives and making decisions using cluster, and/or from a favorite component map. We then show the AHP （Analytic Hierarchy Process）.
基金Supported by the National Natural Science Foundation of China(71571024)Ministry of Education of China(14YJA630087,15YJA630058)
文摘Current literatures assume that a consumer’s willing to pay(WTP) for a bundle is equal to the sum of his or her separate reservation prices for the component goods and concludes that mixed bundling is superior to pure components in a monopoly market. However, full mixed bundling is a discount conduct in order to attract more consumers, and the price of the bundle must be lower than the sum of the prices of two products, which must be considered in a consumers’ WTP for the bundle.Then, if consumers’ reservation prices are heterogeneous and subject to the uniform distribution, we can draw opposite conclusions: Full mixed bundling is disadvantageous to firms when Stackelberg pricing.The profit under full mixed bundling is less than that under pure components.
