Research On The Influence Of Event Marketing On Consumers' Purchasing Behavior

With the progress of The Times and the rapid development of China's economy,consumers living habits and con sumption patterns h ave undergone profound changes,and the diversity of demand has become the mainstream.As early as the beginning of the 20th century,the concept of event marketing has been accepted by Chinese scholars,and has been applied in business operations,with remarkable results.Event marketing is not a complete overthrow of the traditional marketing model,but a proper complement and promotion.The traditional promotion mix directly stimulates the purchase demand of consumers and thus improves the performance of enterprises,while the core of event marketing is to focus on the uncertainty of the future.Event marketing affects consumers'value judgment and investment philosophy,which will stimulate enterprises' current marketing performance in the long run and exetrt an uncertain influence.In this paper,the research content including event marketing,psychological contract and consumer buying behavior,through in-depth analysis and comb,found the past event marketing research arc those that usually deal with the past successful cases,research our country enterprise operation process and implementation steps of event marketing,basically,it is difficult to see the source as a starting point of the event marketing research.The research basis of this paper is mainly the difference between the services,products of event marketing enterprises and the psychological contract of consumers.The psychological contract is taken as the basis of consumer value judgment,and the psychological contract is the key to elevate individual psychological perception to gr oup perception.This paper proposes that event marketing information is mediated by psychological contract,and then exerts a subtle influence on consumers' purchasing behavior.Questionnaires were sent out to the respondents through questionnaire survey,and 336 questionnaires were collected for sorting,summarizing,summarizing and analyzing.Factor analysis,structural equation model validation,mediation effect test,regression analysis and other methods were used in the research.Finally,the conclusion is drawn that the quality of event attributes and the effectiveness of event communication have an impact on consumers' purchasing behavior through the partial mediating effect of psychological contract.The influence of event attribute quality on the formation of transactional psychological contract is greater than that of relational psychological contract.On the contrary,the effect of event communication effectiveness on transactional psychological contract is lower than that of relational psychological contract.The innovation of this paper is to regard event marketing as the information source,and to face up to the psychological contract will indeed play a direct or indirect role in consumers'purchasing behavior.The mediating effect of psychological contract not only enriches the research on the mechanism of consumers'purchasing behavior,but also effectively expounds the uncertain influence of event marketing on purchasing behavior.This paper analyzes the internal relationship and mutual influence between event marketing and psychological contract,so as to improve enterprises'attention to them.Meanwhile,it provides practical guidance for enterprises to design and implement differentiated event marketing strategies to maximize social and economic benefits.It provides useful guidance for enterprises to effectively publicize their services and products by reasonable use of event marketing under the uncertain background of commercial society.