Analysis of Contemporary College Students’ Preference for Online Promotion Activities — Youth Choice Under the Online Shopping Trend

Abstract

With e-commerce’s surge, online shopping is vital for college students. Market expansion fuels diverse promotions, shaping purchasing decisions. This paper explores student preferences to inform effective marketing.

Research focuses on attitudes towards online promotions. 800 questionnaires analyzed preferences, impact on shopping, and non-participation reasons. Data mining compared online vs. traditional promotions.

Pearson correlation linked promotions to shopping intent. K-means clustering segmented students for targeted marketing. Advanced models delved into promotion-behavior dynamics. Logistic regression predicted purchasing reactions.

Findings: students prefer discounts, but value shopping experience and after-sales service. Enterprises should enhance promotions, improve product quality, service, and brand image. Innovative, targeted strategies address diverse consumer groups. Social media and campus feedback aid market positioning.

Enterprises must personalize and diversify college market approaches, leveraging advanced data analysis. Future studies can explore regional, professional differences, using big data to uncover trends, offering insights for e-commerce growth.