Research On The Impact Of Precision Marketing On Women's Online Purchase Intention

Through the accurate positioning of the target market,precision marketing makes use of the large data analysis technology,through the appropriate channels at the right time to push the right information to the right consumer,to affect the target consumer's purchase decision,to complete the marketing plan of the enterprise,modern information technology method for precise marketing of pertinence,effectiveness and the realization of the high return possible.With the improvement of women's social status and economic status,they have become the most influential consumer group in the world,and they are also enthusiastic about online shopping.Therefore,how to grasp the psychology of women's online consumption,targeted to formulate women's network precision marketing strategy is worth the attention and thinking of many network businesses.From the perspective of female consumers,this paper studies the influence of precision marketing on women's online purchase intention.Based on precise marketing,customer perceived value and purchase intention of literature review,according to the characteristics of precision marketing and research purposes divides the precise marketing of five dimensions: information accuracy,information density,vitality,information interaction and customer participation,customer perceived value as the intermediary variables to women,the introduction of female consumers' self-concept as a moderator variable.Firstly,this paper sorted out and reviewed relevant theories and research status of precision marketing,customer perceived value and women's purchase intention,proposed theoretical models and research hypotheses on the basis of literature analysis,and designed and distributed questionnaires with clothing as the research object.SPSS24.0 was used for descriptive statistical analysis,reliability and validity analysis,correlation analysis,regression analysis,etc.Through the analysis of the survey data,it is found that the information accuracy,information vividness,interaction and customer participation of precision marketing positively affect the perceived value of female customers,The perceived value of female customers positively affects the online purchase intention of women.The self-concept of female consumers plays a regulating role in precision marketing and the perceived value of female consumers.Some basic characteristics of consumers have different effects on each variable,and there are certain differences.In view of the research conclusion,this paper proposes to introduce the self-concept of female consumers into precision marketing activities,segment consumer groups and pay attention to emotional induction and sensory experience to arouse the resonance of female consumers,etc.,in order to provide certain reference and help for e-commerce enterprises to implement precision marketing.Finally,the limitations and shortcomings of this research are analyzed,and the future research direction of precision marketing is prospected.