A Study of Online Marketing and Service Innovation Influencing Consumers’ Online Purchase Decisions in Xishuangbanna, People’s Republic of China

Abstract

The purpose of this study is to 1) study the online marketing of consumers in Xishuangbanna, 2) study the service innovation of consumers in Xishuangbanna, and        3) study the Consumers’ Purchase Decisions through Online Platforms in Xishuangbanna. The sample comprised 400 consumers in Xishuangbanna. The research instrument was an online questionnaire collected via WeChat, website, and Application. The data analysis involved descriptive statistics to calculate the mean and standard deviation, while inferential statistics were analyzed using multiple regression with the Enter Selection Technique.

           The research results revealed that consumers placed a high level of importance on online marketing overall. When considering each item, the item with the highest mean score was online advertising, followed by homepage search support, partnership marketing, electronic marketing, and messaging. The item with the lowest mean score was social media. Overall, consumer service innovation was given a high level of importance. When considering each item, the item with the highest mean score was process, followed by information and technology, and the item with the lowest mean score was environment. Consumers' overall purchasing decision-making was at a high level. When considering each item, the item with the highest mean score was awareness of needs, followed by information seeking, alternative evaluation, and purchase decision-making. Finally, post-purchase behavior was the least important.

               Online marketing that affects Service innovations found that 1) advertising through online social media, 2) marketing through electronic media, 3) sending messages, 4) creating affiliate marketing, and 5) support for searching on the first page affect Consumers’ Purchase Decisions through Online Platforms with statistical significance at the .05 level, except social media which did not affect Consumers’ Purchase Decisions through Online Platforms in Xishuangbanna.

           Online marketing that affects Consumers’ Purchase Decisions through Online Platforms found that 1) advertising through online social media, 2) marketing through electronic media, 3) sending messages, and 4) creating affiliate marketing affect Consumers’ Purchase Decisions through Online Platforms with statistical significance at the .05 level, except for 2 factors: 1) social media and 2) support for searching on the first page, which did not affect Consumers’ Purchase Decisions through Online Platforms in Xishuangbanna.

            Service innovations that affect Consumers’ Purchase Decisions through Online Platforms found that 1) process, 2) technology, and 3) environment significantly affect Consumers’ Purchase Decisions through Online Platforms in Xishuangbanna, People's Republic of China at the .05 level, except for information factors that do not affect Consumers’ Purchase Decisions through Online Platforms in Xishuangbanna, People's Republic of China.