R. Brenya, Zhuang Jing, Emmanuel Nketiah, D. Cudjoe
E-commerce has become an essential platform for buying and selling products online. The rise of such a platform gives Taobao networks the distinctive opportunity to bring their products to the doorstep of their customers. The study investigates the features employed by Taobao vendors that influence Chinese students to buy on impulse during the "Double Eleven", also nicknamed "Single's Day" online festival celebration. Structured questionnaires with closed-ended questions were used to collect data from the college students. In total, 502 responded to the questions, STATA application software, descriptive and other factor analysis tools were used in the analysis of the data. The results review that, promotional tools such as gargantuan discounts, coupons, secured payment systems, ability to negotiate the price and the like encourage students to spend more during the Singles' Day Online Festival. The research shows vividly the vulnerability of college students who buy on instinct during double eleven, due to the expert advertising tactics employed by Taobao vendors. The study ends with a recommendation and areas of further research.
{"title":"Can College Students' Control Their Spending Spree?: Evidence from Chinese College Students during \"Double Eleven\"","authors":"R. Brenya, Zhuang Jing, Emmanuel Nketiah, D. Cudjoe","doi":"10.1145/3409891.3409907","DOIUrl":"https://doi.org/10.1145/3409891.3409907","url":null,"abstract":"E-commerce has become an essential platform for buying and selling products online. The rise of such a platform gives Taobao networks the distinctive opportunity to bring their products to the doorstep of their customers. The study investigates the features employed by Taobao vendors that influence Chinese students to buy on impulse during the \"Double Eleven\", also nicknamed \"Single's Day\" online festival celebration. Structured questionnaires with closed-ended questions were used to collect data from the college students. In total, 502 responded to the questions, STATA application software, descriptive and other factor analysis tools were used in the analysis of the data. The results review that, promotional tools such as gargantuan discounts, coupons, secured payment systems, ability to negotiate the price and the like encourage students to spend more during the Singles' Day Online Festival. The research shows vividly the vulnerability of college students who buy on instinct during double eleven, due to the expert advertising tactics employed by Taobao vendors. The study ends with a recommendation and areas of further research.","PeriodicalId":255743,"journal":{"name":"Proceedings of the 7th International Conference on Management of e-Commerce and e-Government","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127086592","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}
Based on the background of digital economic development, the Guangxi industrial industry collaborative innovation system is subdivided into industrial industry innovation subsystem and innovation environment subsystem, and an evaluation system is constructed in this paper. The paper use the coupling coordination degree model to quantify the industrial synergy innovation level of 14 municipal units in Guangxi, obtaining the comprehensive coordination index, coupling correlation degree and coupling coordination degree of industrial innovation, the evolution of distribution pattern of which in 2013, 5015 and 2017 was analyzed. The research shows that the level of coordinated innovation and coordination of industry in Guangxi are growing steadily on the whole, but there is still room for improvement. Finally, based on the research results, suggestions were made for improving the collaborative innovation capability and competitiveness of industrial industries in the development of digital economy in Guangxi and similar regions around the world.
{"title":"Analysis on the Coupling Pattern of Cooperative Innovation in Guangxi Industrial Industry Against a Digital Economy Background","authors":"Y. Liu, Juan Liu, T. Gu","doi":"10.1145/3409891.3409894","DOIUrl":"https://doi.org/10.1145/3409891.3409894","url":null,"abstract":"Based on the background of digital economic development, the Guangxi industrial industry collaborative innovation system is subdivided into industrial industry innovation subsystem and innovation environment subsystem, and an evaluation system is constructed in this paper. The paper use the coupling coordination degree model to quantify the industrial synergy innovation level of 14 municipal units in Guangxi, obtaining the comprehensive coordination index, coupling correlation degree and coupling coordination degree of industrial innovation, the evolution of distribution pattern of which in 2013, 5015 and 2017 was analyzed. The research shows that the level of coordinated innovation and coordination of industry in Guangxi are growing steadily on the whole, but there is still room for improvement. Finally, based on the research results, suggestions were made for improving the collaborative innovation capability and competitiveness of industrial industries in the development of digital economy in Guangxi and similar regions around the world.","PeriodicalId":255743,"journal":{"name":"Proceedings of the 7th International Conference on Management of e-Commerce and e-Government","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128213735","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}
The United States Department of Defense (DoD) is developing artificial intelligence-based cybersecurity products. However, they do not currently have a method for discussing these products with the public and other agencies. In this paper, I explore private corporation disclosures of similar products to create a format for the DoD to adopt, while accounting for the sensitivity of DoD projects. By discussing AI projects more openly, citizen trust in the government could be improved and facilitate efficient private-public partnerships.
{"title":"A Framework for Disclosing DoD Artificial Intelligence-Based Cybersecurity Product Information","authors":"Reagan Damoose","doi":"10.1145/3409891.3409912","DOIUrl":"https://doi.org/10.1145/3409891.3409912","url":null,"abstract":"The United States Department of Defense (DoD) is developing artificial intelligence-based cybersecurity products. However, they do not currently have a method for discussing these products with the public and other agencies. In this paper, I explore private corporation disclosures of similar products to create a format for the DoD to adopt, while accounting for the sensitivity of DoD projects. By discussing AI projects more openly, citizen trust in the government could be improved and facilitate efficient private-public partnerships.","PeriodicalId":255743,"journal":{"name":"Proceedings of the 7th International Conference on Management of e-Commerce and e-Government","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130846990","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}
Live streaming has grown rapidly in popularity world-wide. Impulse buying is a common commerce activity on live streaming platforms. Many live streamers sell products on live steaming platforms, in real time. Live shopping streams which are similar to television shopping programs provoke viewers to buy impulsively. Although the issue of impulse buying has been discussed by many studies, the characteristics of live shopping streams are less considered. For understanding the issues about online impulse buying, the research focuses on the determinants of online impulse buying based on the perspective of dual stimuli (the stimuli of online product presentation and the stimuli of social environment) within the context of live shopping streams. This study incorporates the stimulus-organism-response framework, online product presentation, emotion, and impulse buying to explore the determinants of online impulse buying. Understanding this topic can contribute to research issues of online impulse buying within the context of live streaming, and can help live streamers, internet marketing firms, and managers of live streaming platforms to obtain advantages.
{"title":"The Effects of Product Stimuli and Social Stimuli on Online Impulse Buying in Live Streams","authors":"Hsiu-Hua Cheng","doi":"10.1145/3409891.3409895","DOIUrl":"https://doi.org/10.1145/3409891.3409895","url":null,"abstract":"Live streaming has grown rapidly in popularity world-wide. Impulse buying is a common commerce activity on live streaming platforms. Many live streamers sell products on live steaming platforms, in real time. Live shopping streams which are similar to television shopping programs provoke viewers to buy impulsively. Although the issue of impulse buying has been discussed by many studies, the characteristics of live shopping streams are less considered. For understanding the issues about online impulse buying, the research focuses on the determinants of online impulse buying based on the perspective of dual stimuli (the stimuli of online product presentation and the stimuli of social environment) within the context of live shopping streams. This study incorporates the stimulus-organism-response framework, online product presentation, emotion, and impulse buying to explore the determinants of online impulse buying. Understanding this topic can contribute to research issues of online impulse buying within the context of live streaming, and can help live streamers, internet marketing firms, and managers of live streaming platforms to obtain advantages.","PeriodicalId":255743,"journal":{"name":"Proceedings of the 7th International Conference on Management of e-Commerce and e-Government","volume":"133 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130631158","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}
At present, there are few researches about the default risk of product crowdfunding, and the default of product crowdfunding will cause great losses to the platform and investors. This paper studies the problem of default risk warning. The indicators used to construct the early warning index system of product crowdfunding default risk come from two parts, the characteristics of product crowdfunding and the commonality of product crowdfunding, P2P online lending, and equity crowdfunding. Finally, the default risk warning model of product crowdfunding was constructed based on the random forest. We find that the prediction accuracy of non-equilibrium data improves significantly with synthetic minority over-sampling technique. Besides, the sensitivity, specificity, accuracy, and AUC of the random forest model are higher than that of the support vector machine model. With the product crowdfunding default risk warning model, the product crowdfunding platform and investors can get better suggestions.
{"title":"Product Crowdfunding Default Risk Warning Based on Random Forest Model","authors":"Wenying Han, H. Dang","doi":"10.1145/3409891.3409913","DOIUrl":"https://doi.org/10.1145/3409891.3409913","url":null,"abstract":"At present, there are few researches about the default risk of product crowdfunding, and the default of product crowdfunding will cause great losses to the platform and investors. This paper studies the problem of default risk warning. The indicators used to construct the early warning index system of product crowdfunding default risk come from two parts, the characteristics of product crowdfunding and the commonality of product crowdfunding, P2P online lending, and equity crowdfunding. Finally, the default risk warning model of product crowdfunding was constructed based on the random forest. We find that the prediction accuracy of non-equilibrium data improves significantly with synthetic minority over-sampling technique. Besides, the sensitivity, specificity, accuracy, and AUC of the random forest model are higher than that of the support vector machine model. With the product crowdfunding default risk warning model, the product crowdfunding platform and investors can get better suggestions.","PeriodicalId":255743,"journal":{"name":"Proceedings of the 7th International Conference on Management of e-Commerce and e-Government","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131073139","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}
Chen Wen-Kuo, Hung Pei-Chu, Chen Cheng-Kun, Pan Hua-Sheng
With the rise of m-commerce, consumers' shopping habit nowadays has changed. People now rely on mobile devices to purchase goods. However, as the convenience m-commerce bring about, the chance which consumers have impulse buying behaviors also increases. Furthermore, problems like post-purchase dissonance (e.g. emotion dissonance, product dissonance) arise as well. Therefore, in order to have better understanding of what cause impulse buying behavior and the relationship with cognitive dissonance, we adopt the concept from Powers and Jacks [1]. Moreover, we also consider hedonic value, utilitarian value and mobile page quality as the antecedents of impulse buying behavior. In this study, we use beauty product as the subject to conduct our surveys. After data collection, we receive 107 valid responses in total, and the result shows that hedonic value is the main reason influence impulse buying. To sum up. our findings may be useful for retailers attempting to start their businesses with m-commerce.
随着移动商务的兴起，消费者的购物习惯也发生了变化。人们现在依靠移动设备来购买商品。然而，随着移动商务带来的便利，消费者产生冲动购买行为的机会也在增加。此外，还会出现购后失调(如情绪失调、产品失调)等问题。因此，为了更好地理解冲动购买行为的成因及其与认知失调的关系，我们采用了Powers and Jacks[1]的概念。此外，我们还认为享乐价值、功利价值和移动页面质量是冲动购买行为的前因。在本研究中，我们以美容产品为研究对象进行调查。经过数据收集，我们共收到107份有效回复，结果表明享乐价值是影响冲动购买的主要原因。总而言之。我们的研究结果可能对试图通过移动商务开展业务的零售商有用。
{"title":"Understanding Consumers' Post-Purchase Dissonance by Online Impulse Buying-Beauty Product","authors":"Chen Wen-Kuo, Hung Pei-Chu, Chen Cheng-Kun, Pan Hua-Sheng","doi":"10.1145/3409891.3409910","DOIUrl":"https://doi.org/10.1145/3409891.3409910","url":null,"abstract":"With the rise of m-commerce, consumers' shopping habit nowadays has changed. People now rely on mobile devices to purchase goods. However, as the convenience m-commerce bring about, the chance which consumers have impulse buying behaviors also increases. Furthermore, problems like post-purchase dissonance (e.g. emotion dissonance, product dissonance) arise as well. Therefore, in order to have better understanding of what cause impulse buying behavior and the relationship with cognitive dissonance, we adopt the concept from Powers and Jacks [1]. Moreover, we also consider hedonic value, utilitarian value and mobile page quality as the antecedents of impulse buying behavior. In this study, we use beauty product as the subject to conduct our surveys. After data collection, we receive 107 valid responses in total, and the result shows that hedonic value is the main reason influence impulse buying. To sum up. our findings may be useful for retailers attempting to start their businesses with m-commerce.","PeriodicalId":255743,"journal":{"name":"Proceedings of the 7th International Conference on Management of e-Commerce and e-Government","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128467818","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}
Regina Garcia Almonte, Haidee B. Gonzales, Aurea B. Natividad
Mobile commerce, also known as m-commerce, is one of the online transactions through the use of handheld devices such as smartphones. In the Philippines, smartphones have become one of the necessities of the young consumers nowadays and it is undeniably that this type of consumers are the ones who are engaged in m-commerce. The paper investigated the perceptions of the young consumers in the country specifically on m-commerce's usefulness, risks, and acceptance and satisfaction. Quantitative method is the approach utilized in this paper through the constructed and validated survey instrument distributed to 162 respondents, aged 18 to 25 years old. The findings revealed that factors such as usefulness and risks associated with m-commerce influence its adoption in the Philippines.
{"title":"M-Commerce Adoption in the Philippines: Perception of Young Consumers","authors":"Regina Garcia Almonte, Haidee B. Gonzales, Aurea B. Natividad","doi":"10.1145/3409891.3409914","DOIUrl":"https://doi.org/10.1145/3409891.3409914","url":null,"abstract":"Mobile commerce, also known as m-commerce, is one of the online transactions through the use of handheld devices such as smartphones. In the Philippines, smartphones have become one of the necessities of the young consumers nowadays and it is undeniably that this type of consumers are the ones who are engaged in m-commerce. The paper investigated the perceptions of the young consumers in the country specifically on m-commerce's usefulness, risks, and acceptance and satisfaction. Quantitative method is the approach utilized in this paper through the constructed and validated survey instrument distributed to 162 respondents, aged 18 to 25 years old. The findings revealed that factors such as usefulness and risks associated with m-commerce influence its adoption in the Philippines.","PeriodicalId":255743,"journal":{"name":"Proceedings of the 7th International Conference on Management of e-Commerce and e-Government","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115088003","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}
In 2008, FPT corporation launched the Internet-Violympic Math Competition, the first contest in Vietnam that combines modern educational methods and strengths in IT, helping high school students love and learn more effectively. With nearly 30 million contestants in 63 provinces and cities across the country, the competition has created the joy of learning for tens of millions of students over the past 10 years. Following the success of Violympic, FPT corporation brought the VioEdu Online Education System to the market, contributing to creating fair learning opportunities for students nationwide, promoting the quality of national education. VioEdu is an online training system for elementary, junior high and high school students, helping to personalize their learning, save time and increase learning efficiency by applying the latest technology such as: Artificial intelligence (AI), Big data analysis, graphical knowledge modeling and compatible learning methods. Accordingly, the training process, data on learning behaviors and knowledge of students will be synthesized and analyzed by AI to find strengths and gaps in knowledge to propose appropriate learning pathways. As a result, each skill, depending on the nature, will be cultivated or promoted separately, helping them to learn the right focus and not spread out. The content of the lessons on VioEdu is developed and developed by a team of excellent teachers and educational experts from education departments and universities, following the curriculum of Vietnamese textbooks. In addition, the system also has about 30% of advanced and expanded knowledge. The form of visual lecture presentation, built as a game with encouraging prizes, creates a learning interest for children. Only with computers or mobile devices connected to the internet, students from all over the country can access modern education, shorten the knowledge gap between regions by the VioEdu online education system. Currently, the system has more than 400 video lectures and more than 100,000 content of Math teaching knowledge for elementary students. In the product development roadmap, VioEdu will cover all content of all levels of Vietnamese Mathematics, then extend to Mathematics in English, English, Physics, Chemistry, and STEM. The paper attempts to evaluate the effectiveness of the VioEdu system based on the testing process in the 2018-2019 school year with 2,000 students at some elementary schools in Hanoi, with 73.8% of students making progress. after 3-6 months of studying on VioEdu (according to an independent objective assessment of the teacher directly teaching).
{"title":"Technology 4.0 and Digital Transfer Technology -The Competition of Learning Online (E-learning) After A Decade","authors":"Luu Hoai Thu","doi":"10.1145/3409891.3409897","DOIUrl":"https://doi.org/10.1145/3409891.3409897","url":null,"abstract":"In 2008, FPT corporation launched the Internet-Violympic Math Competition, the first contest in Vietnam that combines modern educational methods and strengths in IT, helping high school students love and learn more effectively. With nearly 30 million contestants in 63 provinces and cities across the country, the competition has created the joy of learning for tens of millions of students over the past 10 years. Following the success of Violympic, FPT corporation brought the VioEdu Online Education System to the market, contributing to creating fair learning opportunities for students nationwide, promoting the quality of national education. VioEdu is an online training system for elementary, junior high and high school students, helping to personalize their learning, save time and increase learning efficiency by applying the latest technology such as: Artificial intelligence (AI), Big data analysis, graphical knowledge modeling and compatible learning methods. Accordingly, the training process, data on learning behaviors and knowledge of students will be synthesized and analyzed by AI to find strengths and gaps in knowledge to propose appropriate learning pathways. As a result, each skill, depending on the nature, will be cultivated or promoted separately, helping them to learn the right focus and not spread out. The content of the lessons on VioEdu is developed and developed by a team of excellent teachers and educational experts from education departments and universities, following the curriculum of Vietnamese textbooks. In addition, the system also has about 30% of advanced and expanded knowledge. The form of visual lecture presentation, built as a game with encouraging prizes, creates a learning interest for children. Only with computers or mobile devices connected to the internet, students from all over the country can access modern education, shorten the knowledge gap between regions by the VioEdu online education system. Currently, the system has more than 400 video lectures and more than 100,000 content of Math teaching knowledge for elementary students. In the product development roadmap, VioEdu will cover all content of all levels of Vietnamese Mathematics, then extend to Mathematics in English, English, Physics, Chemistry, and STEM. The paper attempts to evaluate the effectiveness of the VioEdu system based on the testing process in the 2018-2019 school year with 2,000 students at some elementary schools in Hanoi, with 73.8% of students making progress. after 3-6 months of studying on VioEdu (according to an independent objective assessment of the teacher directly teaching).","PeriodicalId":255743,"journal":{"name":"Proceedings of the 7th International Conference on Management of e-Commerce and e-Government","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134254724","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}
The mobile news application is a brand-new form of expression of new media. It is the latest form of media carrier in the development of mobile network news reading. With its unique advantages, it provides users with continuous, timely and overall news information, and brings great commercial value to businesses. Based on two management models and the new media characteristics of mobile news app this paper constructs the user stickiness of the news apps influence factors model from different perspectives of product factors and user factors; uses the questionnaire survey method, understands the mobile news apps user experience satisfaction aspects and the mobile news apps present existence questions, takes the existing users of mobile Tencent News app as the research object and conducts empirical research. Through measurement model analysis and structural equation model analysis, it explores the influencing factors of user stickiness.
{"title":"Exploring the Influencing Factors of User Stickiness in a Chinese Mobile News Application","authors":"Minghao Li, Chuan Luo","doi":"10.1145/3409891.3409909","DOIUrl":"https://doi.org/10.1145/3409891.3409909","url":null,"abstract":"The mobile news application is a brand-new form of expression of new media. It is the latest form of media carrier in the development of mobile network news reading. With its unique advantages, it provides users with continuous, timely and overall news information, and brings great commercial value to businesses. Based on two management models and the new media characteristics of mobile news app this paper constructs the user stickiness of the news apps influence factors model from different perspectives of product factors and user factors; uses the questionnaire survey method, understands the mobile news apps user experience satisfaction aspects and the mobile news apps present existence questions, takes the existing users of mobile Tencent News app as the research object and conducts empirical research. Through measurement model analysis and structural equation model analysis, it explores the influencing factors of user stickiness.","PeriodicalId":255743,"journal":{"name":"Proceedings of the 7th International Conference on Management of e-Commerce and e-Government","volume":"63 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116473812","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}
Effective marketing localization strategies can facilitate communication between multinational enterprises and local customers effectively. Thus, multinational corporations should investigate local culture and their consumption habits to satisfy needs of consumers in the process of marketing products or services abroad. Lululemon, as a new multinational sports brand, has accumulated a large number of loyal customers in China within a short time. Through a questionnaire conducted on target customers' purchasing habits, this paper are to analyze the marketing localization strategies proposed by Lululemon based on 4Cs theory-consumer needs, cost, convenience and communication.
{"title":"Study on Lululemon's Marketing Localization Strategy in China Based on the Marketing Theory of 4Cs","authors":"Weiqi Xu, Yu He","doi":"10.1145/3409891.3409911","DOIUrl":"https://doi.org/10.1145/3409891.3409911","url":null,"abstract":"Effective marketing localization strategies can facilitate communication between multinational enterprises and local customers effectively. Thus, multinational corporations should investigate local culture and their consumption habits to satisfy needs of consumers in the process of marketing products or services abroad. Lululemon, as a new multinational sports brand, has accumulated a large number of loyal customers in China within a short time. Through a questionnaire conducted on target customers' purchasing habits, this paper are to analyze the marketing localization strategies proposed by Lululemon based on 4Cs theory-consumer needs, cost, convenience and communication.","PeriodicalId":255743,"journal":{"name":"Proceedings of the 7th International Conference on Management of e-Commerce and e-Government","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133845136","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}
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