Environmental Analysis of E-Commerce Platforms Based on PEST Model

Weiheng Guan ()
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Weiheng Guan: University of California, Department of Economics

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 707-715 from Springer

Abstract: Abstract With rapid technological advances and economic development, more and more consumers in China participate in online shopping, which has become a habit in people’s lives. Among all the marketing strategies that various online shopping platforms have adopted, the ultimate Double 11 shopping festival on November 11 has attracted significant attention from the public and bled people dry, even with the variety of influences of COVID-19. This article aims to analyze the phenomenon of the Double 11 Shopping Festival, which is the epitome of the general online shopping environment in China, using PEST analysis. From its political, economic, socio-cultural, and technological, this article discusses the rationales behind the continued success of the e-commerce industry in China. Based on the PEST analysis paradigm, this article tries to interpret both the internal and the external factors that contributed to a boost in online shopping. With the support of the government, along with the changes in demand, e-commerce platforms managed to attract more and more consumers with their developed and adapted new technological improvements to adopt the new consumer lifestyles and preferences.

Keywords: E-Commerce; PEST Model; Alibaba; China; Double 11 Shopping Festival; Consumer Demands; Price Discrimination; Dynamic Pricing; Pandemic; Opinion Leadership (search for similar items in EconPapers)
Date: 2022
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DOI: 10.2991/978-94-6463-036-7_104

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