SHS Web Conf.
Volume 96, 2021The 3rd International Academic Conference on Frontiers in Social Sciences and Management Innovation (IAFSM 2020)
|Number of page(s)||7|
|Section||Economics and Management|
|Published online||08 February 2021|
Research on the Influence of ODM Mode on Consumer Decision
1 School of Economics and Management, Beijing Jiaotong University, Beijing, China
* Corresponding author: firstname.lastname@example.org
As an emerging new consumption model, the ODM e-commerce model accurately locates consumers and uses consumers' shopping needs as the marketing strategy of the e-commerce platform. This is a huge impact on traditional physical sales and existing e-commerce models. In order to explore the relationship between ODM model products and consumer decision-making, this article takes the NetEase selected represented by ODM e-commerce model as the research object. The results found that there is a significant positive correlation between the types of commodities and ODM model and consumer decision-making. Consumer participation has a positive regulatory effect on the relationship between ODM model and consumer decision-making. The research conclusions provide theoretical support for the ODM e-commerce model to increase user stickiness, increase consumer decision-making weight, and expand marketing models.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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