Study On The Influence Of Cheongsam Online Scene Marketing On Respondent Behavioral Intention

With the development and popularization of Internet technology,the era of online shopping has come,and online shopping consumption has become an inevitable trend of market development.The online marketing methods are ever-changing.As a product of market development,the scene marketing model has gradually become an important force for scene-based creative marketing,continuously meeting the personalized needs of respondents,and obtaining competitive advantages for enterprises in the online marketing market.This paper takes cheongsam apparel as the research object,explores the influence mechanism of online scene marketing model on respondents' online shopping behavior intention,and combines the research results to provide strategic suggestions for the optimization and improvement of cheongsam store online scene marketing programs.Through literature review,it is found that the research on the relationship between scene marketing and respondent behavior intention is very common,while the research on scene marketing of cheongsam clothing is relatively lacking.Therefore,this paper uses literature research,semi-structured interview,questionnaire survey,S-O-R model and hierarchical regression model to analyze the mechanism among the online scene marketing scheme of cheongsam,respondent psychological value cognition and behavior intention.Firstly,based on the principle of S-O-R model,the paper determines the research mechanism among the environmental stimulus variables of scene marketing,value cognitive variables and behavioral response variables.Secondly,according to the references and interview results,the paper putsforward the research hypothesis,designs and modifies the questionnaire for research hypotheses and completes online and offline surveys.Thirdly,this paper explores whether the demographic variables have significant differences in environmental stimulus,value cognition and behavior intention.Fourthly,the paper uses correlation analysis to preliminarily understand the correlation between scenario marketing and behavior intention,then establishes a regression model to explore the direct impact of environment stimulus variables on respondents' behavioral intentions and the mediating effects of respondent value perception variables.Finally,the empirical results are verified by case analysis,and the marketing suggestions are provided for store.According to the research results,the following conclusions can be drawn:(1)Different gender groups,marital status,age groups and wage income groups have significant differences in the stimulation of scene marketing environment,value cognition and behavior intention.Different educated groups have significant differences in timely response,perceived value,perceived risk and perceived information variables.Different occupational groups have significant differences in timely response,service satisfaction,accuracy matching and perceived value.(2)The professional level,timely response,trust reliability,service satisfaction,visual presentation effect,continuity and accuracy matching significantly promote respondents to make purchase decisions.And the continuity,visual presentation effect and accuracy matching of the scene marketing environment have a relatively large effect.(3)The higher the perceived value and perceived information of the product,the better the respondents will make the purchase decision.The higher the perceived risk of the product,the less willing the respondents are to make the purchase decision.(4)The professional level,timely response,visual presentation effect,continuity and accurate matching significantly promote the perceived value and perceived information of respondents.Timely response,trust reliability,service satisfaction,continuity and accurate matching significantly inhibit the growth of respondentperceived risk.Improving service satisfaction can also promote respondents to produce higher perceived value.And improving respondent trust reliability can also significantly promote respondents to produce higher perceived information.(5)The stimulus variables of scene marketing can affect respondents' behavior intention by influencing perceived value,perceived risk and perceived information variables.At the same time,it can also enhance or reduce the impact of environmental stimulus variables on respondents' behavior intention by influencing value cognition variables.