The Impact of Knowledge Marketing on Chinese Consumers' Purchase Intentions The Case of Oriental Selection

Abstract

With the development of the Internet, people have a variety of ways to obtain knowledge and information. Online consumption has become the most important shopping channel nowadays. China has a large group of online consumer users, and the development of online consumer platforms and their surrounding logistics and distribution bodies is more complete than those in Europe and the United States. With the rapid development of short video platforms and live broadcast platforms, the number of users is growing, and the live broadcast with goods based on this has also occupied most of the market for online sales. After understanding the user's preference for knowledge acquisition forms, enterprises use anchor commentary, copywriting, short videos and other forms to clearly convey product information to users, thereby subconsciously influencing their consumption habits. With knowledge marketing as a means to dig deeper into users' preferences for knowledge acquisition forms, enterprises can guide users to establish their willingness to purchase and further influence their purchasing behavior. Oriental Selection integrates a large number of knowledge elements into its products in the process of live broadcast with goods, realizing the maximum utility of knowledge marketing and directly driving consumption.