Research on the Influence Mechanism of Precision Marketing on Online Consumer Behaviour based on the ‘S–O–R’ Paradigm and Eroglu’s (2001) Online Shopping Response Model : Take the TikTok platform as an example

Abstract

The development of e-commerce and the Internet has promoted the rise of the short video shopping platform called TikTok. The increasing scale of trading on the TikTok platform has aroused the increasing concern of people regarding practice and theory, but the influence mechanism of its precision marketing on consumer buying behaviour remains unclear. Combined with the ‘Stimulus–Organism—Response’ framework and Eroglu’s consumer online shopping response model, this study takes precision marketing as an independent variable and online consumer behaviour as a dependent variable. The perceived value of online shopping consumers is the mediating variable, whereas their extroversion is the moderating variable to establish the model. Through a network questionnaire, information is collected from 251 consumers. The positive correlation between precision marketing and the perceived value of online shopping consumers and purchase behaviour is confirmed by empirical research; the relationship between precision marketing and online consumer behaviour is mediated by consumer perceived value. The extraversion of online shopping consumers has a positive moderating effect on the relationship between their perceived value and precision marketing, including the above mediating effect on such a perceived value. The above conclusions provide theoretical basis and practical enlightenment for the network platform to improve its precision marketing effect.