Research On The Factors Influencing Consumers’ Purchase Decisions In E-commerce Pre-sale Model

The continuous development of e-commerce nowadays has changed people’s lifestyle,and various kinds of holiday promotions have emerged.In the promotion activities,each e-commerce platform is also constantly seeking new marketing tools to bring new business growth,e-commerce pre-sale gradually become an essential strategy in all kinds of promotion activities.The purchase process of consumers in participating in e-commerce pre-sale activities is significantly different from that of ordinary sales activities.Pre-sale is becoming an increasingly large-scale,normalized and generalized sales method in big promotion festivals,how to promote consumers to complete the purchase decision quickly is important for platforms and companies.What’s more,how to make consumers feel more convenient and happier and continuously optimize the pre-sale activity strategy is the main issue that current e-commerce platforms and merchants need to consider.This study reviews and composes the literature on consumer purchase decision theory,pre-sale,e-commerce pre-sale and e-commerce festival,and combines communication,consumer behavior and marketing theories to analyze the main logic,main process and overall framework of e-commerce pre-sale activities in Jingdong and Taobao during the“618” promotion in 2022.Second,combining literature research and in-depth interviews,this study proposes a theoretical model based on "environmental stimulus-organism-response",with the three dimensions of product,platform and user interaction as independent variables and consumer personal factors as mediating variables,to explore their influence on consumers’ purchase decisions.This study obtained sample data by distributing questionnaires online,analyzed the data using SPSS26.0 and AMOS24.0,and validated the research hypotheses and models proposed in this study using descriptive statistical analysis,reliability analysis,structural model analysis,and mediation effect analysis.Finally,optimization strategies for e-commerce pre-sales are proposed for e-commerce platforms and merchants based on the research findings.The findings indicate that:(1)There are significant correlations among product price discounts,product utility values,product hedonic values,brand information representations,platform after-sales policies,online reviews on websites,social media messages,and interpersonal interactions on consumers’ purchase intentions during e-commerce presales.(2)Consumers’ own pre-purchase experience and time preferences influence their purchasing behavior after they have developed a willingness to buy.(3)Purchase intention will have a direct impact on purchasing behavior.The stronger the consumer’s willingness to buy,the easier it is to achieve the purchase behavior.This study explores the psychological characteristics and behaviors of consumers in the e-commerce pre-sale context from the perspective of consumers,expands the research horizon of e-commerce pre-sale,and provides certain references for e-commerce platforms and merchants in a practical sense.