2021 2nd International Conference on E-Commerce and Internet Technology (ECIT)最新文献

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 基于“S-O-R”范式和Eroglu(2001)网络购物反应模型的精准营销对网络消费者行为的影响机制研究——以TikTok平台为例

2021 2nd International Conference on E-Commerce and Internet Technology (ECIT) Pub Date : 2021-03-01 DOI: 10.1109/ECIT52743.2021.00055

Yiyun Ouyang, Liang Huang, ZhongBin Wei

{"title":"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","authors":"Yiyun Ouyang, Liang Huang, ZhongBin Wei","doi":"10.1109/ECIT52743.2021.00055","DOIUrl":"https://doi.org/10.1109/ECIT52743.2021.00055","url":null,"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.","PeriodicalId":186487,"journal":{"name":"2021 2nd International Conference on E-Commerce and Internet Technology (ECIT)","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115374690","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

Research on the Development of 5G under the Background of the COVID-19 Epidemic 新冠肺炎疫情背景下5G发展研究

2021 2nd International Conference on E-Commerce and Internet Technology (ECIT) Pub Date : 2021-03-01 DOI: 10.1109/ECIT52743.2021.00037

Peizhi Wang, Yiwei Zhao

引用次数: 2

Research on College Students' Willingness to Use Internet Financial Products and Its Influencing Factors Based on Factor Analysis and Regression Analysis 基于因子分析和回归分析的大学生互联网金融产品使用意愿及其影响因素研究

2021 2nd International Conference on E-Commerce and Internet Technology (ECIT) Pub Date : 2021-03-01 DOI: 10.1109/ECIT52743.2021.00070

Shuang Wu, Zhe Wang

引用次数: 1

Research on the influence of equity pledge ratio of controlling shareholders on financing constraint of media listed companies based on Stata16.0 software 基于Stata16.0软件的控股股东股权质押比例对传媒上市公司融资约束的影响研究

2021 2nd International Conference on E-Commerce and Internet Technology (ECIT) Pub Date : 2021-03-01 DOI: 10.1109/ECIT52743.2021.00049

Hongzhen Lei, R. Zhang

{"title":"Research on the influence of equity pledge ratio of controlling shareholders on financing constraint of media listed companies based on Stata16.0 software","authors":"Hongzhen Lei, R. Zhang","doi":"10.1109/ECIT52743.2021.00049","DOIUrl":"https://doi.org/10.1109/ECIT52743.2021.00049","url":null,"abstract":"Equity pledge increases the degree of information asymmetry between listed companies and external investors, which may aggravate the degree of financing constraints faced by companies. This article uses stata16 software, constructs the KZ index, and orders logit regression method to study how the share pledge ratio of controlling shareholders of two cultural media listed companies with different share structures affects the financing constraints of the company. The research results show that the overall pledge proportion of companies with relatively concentrated equity is higher, the pledge proportion of equity is positively correlated with the financing constraints of companies, and the degree of financing constraints on companies will increase with the increase of the pledge proportion of equity of controlling shareholders. As equity pledge makes the company more constrained in financing, it may lead the company into a vicious circle of capital shortage and performance decline. This paper has enriched the relevant articles in the field of factors affecting financing constraints, and further studied the economic consequences of equity pledge of controlling shareholders in companies with different equity structures, so as to provide new ideas for listed companies to optimize equity structure and alleviate financing constraints.","PeriodicalId":186487,"journal":{"name":"2021 2nd International Conference on E-Commerce and Internet Technology (ECIT)","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123566474","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Research on Purchase Intention of Fresh Agricultural Products Based on TAM Model in Pre-sale Mode 基于TAM模型的新鲜农产品售前购买意愿研究

2021 2nd International Conference on E-Commerce and Internet Technology (ECIT) Pub Date : 2021-03-01 DOI: 10.1109/ECIT52743.2021.00071

Wanyi Yang, Yu Liu

{"title":"Research on Purchase Intention of Fresh Agricultural Products Based on TAM Model in Pre-sale Mode","authors":"Wanyi Yang, Yu Liu","doi":"10.1109/ECIT52743.2021.00071","DOIUrl":"https://doi.org/10.1109/ECIT52743.2021.00071","url":null,"abstract":"In the online pre- sale mode, based on TAM technology acceptance model, this paper introduces perceived risk, defines external variables as agricultural product quality, consumer characteristics, platform characteristics, and constructs the relationship model among external variables, perceived usefulness, perceived ease of use, perceived risk and purchase intention. Research results show that the quality of fresh agricultural products were significant positive and negative impact on perceived usefulness and perceived risk, consumer traits were significant positive and negative impact is easy to use and perceived risk, platform features significantly positive influence on perceived ease of use and perceived usefulness, consumers of network opens to booking a perceived ease of use and perceived usefulness of fresh agricultural products is significantly positive influence on purchase intention. Therefore, from the perspective of consumers, it is of great significance to improve the quality of agricultural products by using the advantages of the pre-sale model to promote the sales of fresh agricultural products.","PeriodicalId":186487,"journal":{"name":"2021 2nd International Conference on E-Commerce and Internet Technology (ECIT)","volume":"48 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123702347","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 4

Research on the influence of the cross-border e-commerce development of small and medium-sized enterprises in Dongguan in the post-epidemic era 后疫情时代东莞中小企业跨境电商发展的影响研究

2021 2nd International Conference on E-Commerce and Internet Technology (ECIT) Pub Date : 2021-03-01 DOI: 10.1109/ECIT52743.2021.00047

Ni Wang

引用次数: 6

Poverty Prediction Through Machine Learning 通过机器学习预测贫困

2021 2nd International Conference on E-Commerce and Internet Technology (ECIT) Pub Date : 2021-03-01 DOI: 10.1109/ECIT52743.2021.00073

Huang Zixi

引用次数: 3

Analysis of Short Video Marketing Strategy under the Background of Social E-commerce 社交电子商务背景下短视频营销策略分析

2021 2nd International Conference on E-Commerce and Internet Technology (ECIT) Pub Date : 2021-03-01 DOI: 10.1109/ECIT52743.2021.00012

Liu Qian

引用次数: 5

Learning-based Airbnb Price Prediction Model 基于学习的Airbnb价格预测模型

2021 2nd International Conference on E-Commerce and Internet Technology (ECIT) Pub Date : 2021-03-01 DOI: 10.1109/ECIT52743.2021.00068

Siqi Yang

引用次数: 4

Research on the network structure and organizational model of multi-value chain based on third-party platform 基于第三方平台的多价值链网络结构与组织模式研究

2021 2nd International Conference on E-Commerce and Internet Technology (ECIT) Pub Date : 2021-03-01 DOI: 10.1109/ECIT52743.2021.00089

Wenbo Li, Shengming Zhang, B. Dan

引用次数: 2