Influence of clothing brand social e-commerce platform marketing strategy on consumers' purchase intention: Taking Xiaohongshu as an example

Abstract

In order to explore the effects of marketing strategy of clothing brand in social e-commerce platform on consumers' purchase intention, based on social e-commerce platform and marketing strategy of clothing brand related literature, we put forward the research hypothesis, and constructed the relationship model between the marketing strategy of clothing brand social e-commerce platform, consumers' attitude and purchase intention. Next, a questionnaire survey was conducted with Xiaohongshu as the research carrier, and an multiple regression analysis was conducted on the data. The results show that the six dimensions including clothing display methods, clothing related knowledge, platform release effects, fan benefits, interactivity, and convenience all have a positive impact on consumer purchase intention. Perceived value plays a partial mediating role between marketing strategies and purchase intention. Identity plays a partial mediating role between clothing display methods, clothing related knowledge, platform release effects, fan benefits, and purchase intention. The research conclusion provides a reference for the marketing strategy of clothing brand on Xiaohongshu platform.

Keywords

• social e-commerce platform
• marketing strategy
• perceived value
• identity
• purchase intention