The Mediating Role of Consumer Perception in the Impact of E-Commerce Leaders Marketing Attributes on Purchase Intentions in China

Abstract

In the context of intensified e-commerce competition in China, this study focuses on the intermediary role of consumer perception in the influence of the marketing attributes of e-commerce leaders on the purchase intention of Chinese consumers, and discusses how the core marketing attributes of e-commerce leaders influence their purchase intention through their brand perception.
This study used a quantitative research method, with the structural equation model (SEM) as the main analysis tool. Using a stratified sampling strategy, we selected 487 e-commerce platform users from multiple regions in China, conducted an online questionnaire survey, and collected data from those for e-commerce consumers. The results show that consumers perception of brands does play a significant intermediary role in the influence of the marketing attributes of e-commerce leaders on the purchase intention. Brand image and service quality have a positive impact on consumer perception, and thus improve their purchase intentions.
The conclusion of this study provides empirical support for Chinese e-commerce platforms in terms of brand building and user experience improvement. However, the study still has limitations such as the geographical distribution of the samples that may affect the universality of the results. Future research could be further extended to consumer groups in different geographical and cultural settings.
In short, this study provides in-depth insight into the mechanism of consumer perception in the marketing attribute of e-commerce leaders affecting the purchase intention, and provides theoretical basis and empirical support for the marketing strategy innovation in Chinas e-commerce market.