Bridging the Gap: Anxiety’s Role in Shaping Consumption Patterns of Chinese University Students in the O2O E-Commerce Landscape

Leilei Jiang, Wenming Sun () and Lin Ren
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Leilei Jiang: Anhui Open University
Wenming Sun: Anhui Open University
Lin Ren: Anhui International Studies University

Journal of the Knowledge Economy, 2024, vol. 15, issue 3, No 115, 13232 pages

Abstract: Abstract In the dynamic landscape of modern consumer behavior, understanding the intricate interplay between psychological states and consumption patterns is imperative. This research endeavors to delve into relatively uncharted territory within consumer behavior studies: the influence of anxiety on consumption behaviors among university students, particularly within the online-to-offline (O2O) e-commerce model. Drawing upon a comprehensive review of existing literature and employing a methodologically rigorous approach, we investigate the pivotal role of anxiety in shaping the consumption patterns of university students within the O2O e-commerce landscape, with a specific focus on the demographic in China. Our study emphasizes the significance of customer loyalty in the O2O e-commerce sphere and highlights the critical role of customer satisfaction, particularly in the context of university students who place substantial importance on product quality. The findings reveal strong correlations between website online services, website offline services, and the product factor with customer satisfaction among undergraduate consumers, marking a theoretical shift in the O2O e-commerce domain. Furthermore, this research offers practical insights for businesses operating in the O2O e-commerce sector. Recommendations include adopting agile approaches, emphasizing product quality, and leveraging community-based distribution strategies to enhance customer satisfaction and build loyalty, especially among university undergraduate consumers. These insights provide a roadmap for thriving in the ever-evolving O2O e-commerce landscape, ensuring businesses remain attuned to the evolving preferences and behaviors of this influential consumer demographic.

Keywords: Higher education; Student consumers; Customer loyalty; Consumer anxiety; O2O E-commerce; Marketing strategies (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s13132-023-01642-w

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