The Relationship Between Precision Marketing Characteristics and Precision Marketing Strategies Affect Consumer Purchase Intention: An Exploratory Study on Taobao Users
DOI:
https://doi.org/10.55164/ecbajournal.v18i1.276039Keywords:
Precision Marketing, Consumer Purchase Intention, TaobaoAbstract
This study investigated the relationship between precision marketing characteristics, precision marketing strategies, and consumer purchase intentions, focusing on Taobao users. The research employed a mixed-method approach, using 20 in-depth interview samples for qualitative analysis and 304 samples for quantitative research. The interview results revealed key precision marketing strategies such as dynamic pricing, personalized product recommendations, and targeted promotions, which significantly influenced consumer purchase behaviors. Furthermore, the quantitative analysis explored how factors such as immediacy, targeted ness, and interactivity impacted purchasing behavior. The findings showed significant positive correlations between precision marketing strategies, precision marketing characteristics, and consumer purchase intentions, with demographic factors like age, gender, education, occupation, and income playing a critical role. This study contributes academically by providing empirical evidence to enrich the understanding of precision marketing's impact, and offers actionable recommendations for companies to design personalized marketing campaigns that enhance consumer engagement, loyalty, and sales in a competitive digital landscape.
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