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ONLINE MARKETING INNOVATION OF E-COMMERCE ENTERPRISES BASED ON CONSUMER PSYCHOLOGY

2020 REVISTA ARGENTINA DE CLINICA PSICOLOGICA  
With the proliferation Internet technology, online marketing has become increasingly popular among consumers. The e-commerce enterprises need to continuously improve their online marketing strategies based on consumer psychology. This paper firstly sums up the relevant theories on consumer psychology, and then carries out a questionnaire survey on online consumers in China. The survey data were analyzed to innovate the online marketing strategies of e-commerce enterprises. The results show that
more » ... e results show that the revenue of e-commerce enterprises and online retail market in China are both expanding on a yearly basis; online consumers are mostly well-educated, aged between 21 and 50, and engaged in online shopping for over 3 years; the most significant influencing factors of online shopping behavior include the trust in consumer psychology and online marketing. The research results provide a guide for the development of e-commerce enterprises in China.
doi:10.24205/03276716.2020.304 fatcat:ptlhcqk6ebbldogdbe6quhp7ny