Research on Marketing Impact of New E-Commerce Model from the Perspective of Consumer Psychology

Xiamen No.2 High School of Fujian, Xiamen, Fujian, China

^* Corresponding author: ruotongl36@gmail.com

Abstract

The rapid development of new e-commerce models has revolutionized consumer shopping experiences, offering unprecedented convenience and engagement. However, their marketing strategies still face significant challenges in practical implementation. This paper analyzes the marketing strategies of the new e-commerce model based on consumer psychology, including personalized recommendation and precision marketing, social interaction and word-of-mouth communication, emotional marketing and brand identity, and experiential marketing, immersion, and so on. The analysis of this paper shows that these marketing strategies have a positive impact on enhancing brand awareness, optimizing consumer experience, and promoting sales growth, but there are also problems like excessive marketing, brand image damage, and marketing cost and return mismatch. Based on this, this paper puts forward the following suggestions: balance data utilization and privacy protection, pay attention to the innovation of content and creativity, strengthen brand image and value transmission, in order to promote the sustainable development of the new e-commerce model.