关键词: 日化品牌, 跨界营销, 消费者行为, 互联网时代, 有调节的中介模型

Abstract:

With the advent of the Internet era, the profound changes in the consumer environment, trends and circumstances characterized by the rise in disposable income of our residents for a short period of time trigger the upgrading of consumption. Residents can't live without daily chemical products, but the development of daily chemical brands in the Internet era is not as satisfactory. By constructing a moderated intermediary model and taking consumer behavior as the landing point, this paper explored the impact of cross-border marketing strategies of daily chemical brands at the consumer level in the context of the Internet. This paper shows the conclusion that the cross-border marketing strategy of daily chemical brands leads consumers' purchasing behavior by triggering consumers' attention, and the consumers' attention is partially mediated. In the Internet context, there is a significant moderating effect of the consumers' personal characteristics on the consequences of cross-border marketing strategy of daily chemical brands. The older the consumers are, the smaller the influence of cross-border marketing strategy is on consumers' purchasing behavior. The higher the consumers' education level is, the greater the influence of cross-border marketing strategy is on consumers' purchasing behavior.

Key words: daily chemical brands, cross-border marketing, consumer behavior, Internet era, moderated intermediary model