Research On The Influence Factors And Strategies Of E-commerce Platform Business Diversification From The Perspective Of User Cognition

Since the last century,the strategy of diversification has begun to prevail on a global scale.China began diversification in the early 21 st century,and many large-scale manufacturing companies chose diversification to expand their territory,such as Changhong,Wahaha,and giants.Most companies that have implemented a diversification strategy have obtained a large amount of profits from them.For example,Wuliangye Group has expanded its business scope to completely unrelated optoelectronics and other fields,successfully diversifying based on its strong financial resources..Nowadays,the continuous development of the information society has brought people's shopping patterns from offline to online,and a variety of online shopping models based on the B2 C model have gradually become the first choice for people.The in-depth penetration of online shopping has led to a large customer base and profitability for multiple home appliance companies.As a result,many e-commerce franchised e-commerce platforms have begun to try to diversify their strategies,but the results are far less than expected(such as Fanke,Le Bee,etc.)It even led to the direct "death." The consumer-oriented e-commerce shopping platform relies on network technology to sprung up.Plus,leaving customers at home and leaving more time to shop around,from the perspective of consumers,it is necessary to consider the impact on the diversification of e-commerce.Factors are necessary.The diversification strategy of offline physical stores is based on the extension process of existing products,extending the basis for successful diversification,and diversifying into other industries through brand recognition of parent brands.This article will discuss the extension of the diversification process of the category management adopted by the e-commerce platform.As an online shopping mall,the e-commerce platform is mainly operated by its own main category.The operation of the main category cannot satisfy the increasing individual needs of consumers in the modern society.Therefore,the diversified category management is the e-commerce.The general trend of business.The diversification of electric commodity management is aimed at acquiring more customer bases and occupying market share.Therefore,only by considering the logic of consumers' behaviors can we be able to better expand the business of diversified categories.Based on theoretical research,this paper constructs the consumer platform brand awareness-diversity acceptance intention model,and believes that platform brand awareness consists of platform awareness,platform association,and platform loyalty.Based on this,a variety of cognitive theories are used to construct a theoretical model of consumer platform brand perceptions for consumers' diversified acceptance intentions.At the same time,consumer platform trust is used as a mediator and switching cost as a control variable to study these two variables.There is a significant difference in the process of brand perception of the platform affecting the diversity of consumers' acceptance of intentions.This paper adopts the method of empirical research to construct and verify the model.According to the theoretical model constructed,it collects data through questionnaires,and uses linear regression analysis,hierarchical regression analysis,correlation analysis and other methods to test the model hypothesis.The research results show that the positive perception of platform brand can significantly influence consumers' acceptance of diversification of e-commerce platform;platform trust also plays a positive role in mediating role;switching cost in platform brand awareness and diversification The process of accepting intentional influence played a certain role of regulation,and there were significant differences.Finally,according to data analysis and multiple regression analysis to verify the hypothesis,this article from the perspective of consumer cognition,together with the intermediary role of platform trust and the role of switching cost adjustment,respectively based on the above conclusions of the marketing strategy analysis and recommendations,from the consumer recognized From the perspective of knowledge,we will study the influencing factors of e-commerce diversification and provide e-commerce companies with diversified new ideas and strategies.