Research on the green transformation and traffic purchase decision of merchants in the platform economy
In the trend of green economy,merchants on the platform have begun to gradually transform towards green development,where traffic marketing has had a significant impact on the merchants'transformation strategies.Therefore,this study establishes a single-product model(producing only traditional products)and a dual-product model(producing both traditional and green products),innovatively focusing on the traffic decision-making of merchants who produce both traditional and green products during the green transformation process.It analyzes the optimal traffic strategy of merchants undergoing green transformation and the impact of traffic marketing on their green transformation.The results indicate that merchants utilize traffic to provide greater support for products in weaker competitive positions,thus achieving a balance between traditional and green markets.However,excessive traffic is not necessarily beneficial,particularly in highly competitive markets,where higher traffic levels may compromise merchants'profits.With the increasing eco-consciousness among consumers,merchants consistently benefit from green transformation under traffic marketing.Furthermore,consumer preferences for eco-friendly products are a key factor influencing merchants'traffic strategies.Interestingly,as consumer preferences for green products increase,merchants tend to reduce traffic for green products,reflecting an inevitable choice by businesses to protect their traditional product lines.
万方数据
维普
