A Study of the Influence of Marketing Strategy on Consumer Impulse Buying Behavior During Online Shopping Festival from the Perspective of Mental Accounts

Abstract

With the development of technologies such as big data, artificial intelligence, Internet of things and cloud computing, the infrastructure system of various industries has been reconstructed because of the prosperity of digital transformation. The online shopping festival has also become the product of the vigorous development of online shopping platforms, having attracted increasing attention from both researchers and practitioners as a special consumption scenario. Therefore, the research topic of this paper is to analyze the influence of various marketing strategies on consumers' impulsive shopping behavior during online shopping festival from the perspective of mental accounts. By analyzing a large amount of existing literature, this paper summarized the three most important marketing strategies: shopping atmosphere, characteristics of e-commerce live streaming and payment policies. Additionally, this paper makes a reasonable explanation for the mechanism of impulsive consumption behavior from the perspective of mental accounts which provides theoretical basis and practical guidance for e-commerce platforms and merchants to improve and optimize the marketing strategy of online shopping festival to attract and maintain the enthusiasm of consumers.