从爱国消费到习惯形成:平台经济背景下电商中介效应对国货销售的影响研究

随着华为Mate60 Pro的回归,国内消费者对国货的热情再度被激发。与此同时,近年来各大电商平台上的国货销售量快速增长。国潮活动、网店预售和直播销售成为消费者购买国货的重要方式。然而,如何利用平台经济和电商的力量将消费热情转化为消费习惯,并促使消费者形成常态化的购买意愿,是亟需深入研究和探讨的课题。本研究采用扎根理论和偏最小二乘定量分析方法,验证了电商平台在促进国货消费习惯形成中的中介作用。研究认为,电商平台在开展国货销售活动时应更加注重以中国文化为基础,重点满足消费者对精神追求的需求。这一研究为未来的实践奠定了理论基础,同时也填补了相关研究的不足和空白。

From Patriotic Consumption to Habit Formation: The Intermediary Effect of E-commerce Under the Background of Platform Economy The Impact of Domestic Goods Sales Study

With the return of Huawei Mate60 Pro, domestic consumers" enthusiasm for domestic products has been reignited. At the same time, the sales volume of domestic products on major e-commerce platforms has witnessed rapid growth in recent years. National trend events, online store pre-sales, and live streaming sales have become important ways for consumers to purchase domestic products. However, it is crucial to explore how to leverage the platform economy and the power of e-commerce to transform consumer enthusiasm into consumption habits and encourage consumers to develop a regular purchasing willingness. This study adopts the grounded theory and partial least squares quantitative analysis method to validate the intermediary role of e-commerce platforms in promoting the formation of domestic consumption habits. The study suggests that e-commerce platforms should focus on satisfying consumers" spiritual pursuits by basing their national product sales activities on Chinese culture. This research lays a theoretical foundation for future practices and fills the research gap in this area.