Research On The Impact Of E-commerce Platform Multi-agent Management Strategy On Consumer Platform Brand Attitude

With the continuous development of Internet technology,shopping on e-commerce platforms is now part of people's lives.In order to compete for market share,major e-commerce platforms often attract customers with low-price promotions.Therefore,the "price war" of e-commerce has been extremely fierce in recent years.The price of low prices is often the lack of product quality and services,which will greatly reduce consumers' image perception of e-commerce platforms and thus change consumer attitudes.How to make e-commerce platforms maintain customers' interest in online shopping and turn this interest into real buying behavior.The e-commerce platform urgently needs to return to the “fine” brand operation from the extensive “price war” to return the e-commerce platform market to a normal track and win the favor of more consumers.Scholars at home and abroad have done a lot of research on the management of e-commerce platforms,and most of them have conducted separate research on the management strategies of platform companies or platform sellers.This article believes that the essence of the e-commerce platform is that the platform enterprises and platform sellers jointly create value and provide consumers with a satisfactory consumption experience.Therefore,consumers' brand attitudes towards e-commerce platforms include both brand attitudes towards platform companies and brand attitudes towards platform sellers.So,this article studies the impact of platform company's propaganda strategy,supervision strategy and platform seller's management strategy on consumer brand attitude differentiation in the three-party market environment of "platform enterprise-platform seller-platform buyer".In addition,brand image perception is introduced as Intermediate variables,and then study the impact of multi-agent strategies of e-commerce platforms on consumer brand attitudes.First,this research reviewed related theories of e-commerce platform management strategies,brand image perception,and brand attitude through relevant literature.Second,based on this,the theoretical model of this research was constructed and related hypotheses were proposed.Finally,situational simulation experiments were collected through a questionnaire.The required data,using software SPSS20.0 for empirical analysis,draws the following conclusions:(1)The multi-agent management strategy of e-commerce platform has significant difference on the brand attitude of consumer platform.Compared with the sales strategy of platform sellers,the supervision strategy of e-commerce platform can improve consumers' cognitive brand attitude towards e-commerce platform.Compared with the promotion and supervision strategies of platform enterprises,the sales strategies of e-commerce platform sellers can improve consumers' emotional brand attitude towards e-commerce platform.(2)The multi-agent management strategy of e-commerce platform has a significant difference in consumer brand image perception.Compared with the sales strategy of platform sellers,the publicity strategy of e-commerce platform can enhance consumers' social image perception of e-commerce platform.Compared with the sales strategy of platform sellers,the supervision strategy of e-commerce platform can enhance consumers' social image perception of e-commerce platform.Compared with the promotion strategies of platform enterprises,the sales strategies of e-commerce platform sellers can enhance consumers' perception of the value image of e-commerce platform.(3)Consumer brand image perception plays an intermediary role in the influence of e-commerce platform multi-agent management strategy on consumer platform brand attitude.Platform supervision strategy can influence consumers' cognitive brand attitude through social image perception;Platform sellers' sales strategy can affect consumers' emotional brand attitude through more value image perception.