From Patriotic Consumption to Habit Formation:A Study on the Impact of Intermediary Effect of E-commerce on Domestic Product Sales in Context of Platform Economy
With the return of Huawei Mate60 Pro,domestic consumers'enthusiasm for domestic trendy brands has been reignited.At the same time,the sales volume of domestic products on major e-commerce platforms has grown rapidly in recent years.Domestic-trendy-brands activity,online store pre-sales and live sales have become important ways for consumers to purchase domestic products.However,it is crucial to explore how to utilizing the platform economy and the power of e-commerce to transform consumers'enthusiasm into consumption habits and encourage consumers to form a normalized purchasing willingness.The grounded theory and partial least-square quantitative analysis method are the main research methods to verify the intermediary role of e-commerce platforms in promoting the formation of domestic consumption habits.The results suggests that e-commerce platforms should focus on satisfying consumers'spiritual pursuits based on Chinese culture when carrying out domestic sales activities.The results obtained by this study lays a theoretical foundation for future practices and fills the gaps in related research.
Patriotic consumptionconsumption habitse-commerce platformrooted theorypartial least squares
NETL
NSTL
万方数据
