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A Study of the Online Food Community Marketing Strategy Affecting Sichuan Consumer Purchase Behaviour

Zhonghua Yu


Technology's dynamic advancement has shaped the Sichuan food and beverage industry. Today, the massive shift in the industry has resulted in consumers seeking readily accessible information. Various platforms, primarily social media, influence consumers' pre-purchase opinions before purchasing. This study focuses on consumers' purchasing behavior, specifically in Sichuan's food and beverage industry. Thus, this study examines the impacts of social media on consumers' purchasing behavior in an online food community marketing strategy. Therefore, this study has incorporated recently proposed factors, including E-WOM, social media and online community marketing, higher accessibility of information, and an online ordering system, stimulating the consumers' purchasing behavior in Sichuan. The three research objectives are; to analyze the online food community marketing strategy affecting the Sichuan consumer purchase behavior, to evaluate the technology of online food community marketing strategy in Sichuan, and to formulate the targeted marketing strategy for improving Sichuan consumer purchase behavior.


Online Food Community Marketing Strategy; Sichuan Consumer; Purchase Behavior

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Included Database


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DOI: http://dx.doi.org/10.18686/fm.v7i5.6536