Group Channel: A Study on the Group Motivation of Community Marketing

Abstract

In the post-epidemic era, with the promotion of Internet technology and social media platform, community marketing has achieved new development. Due to the need of epidemic control, staying at home has become the norm, so more and more enterprises have expanded their sales channels and established communities based on geographical location to sell. This paper will explore the influence of products, prices, promotion and channels on consumers’ purchase intention and behavior from the perspective of 4P theory. It is found that the higher the information exchange volume of community marketing, the stronger the consumers’ purchase intention and the more likely to produce consumption behavior.