An Impact of Marketing Strategies on University Students’ Online Shopping Behavior: A Case Study of Asia Eastern University of Science and Technology, Taiwan
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Abstract
This research explores the influence of marketing strategies—namely product, price, distribution, and promotion—on university students' online shopping behavior. Focusing on students at Asia Eastern University of Science and Technology (AEUST), this study collected data through questionnaires distributed to a diverse sample of students. The analysis reveals that product strategy, particularly aspects such as product details, images, and brand diversity, is the most influential factor in shaping purchasing decisions. Subsequently, distribution strategies, such as the provision of free shipping and flexible delivery options, also significantly impact students' choices, making the overall shopping experience more appealing. While price strategies, including discounts and promotional offers, and promotional strategies play a role in the decision-making process, their effects are relatively less pronounced than those of product and distribution strategies. This study highlights the importance of understanding the unique preferences and behaviors of student consumers in the evolving e-commerce landscape. The findings provide valuable insights for e-commerce platforms targeting this demographic, suggesting that tailored marketing strategies can enhance engagement and drive sales among university students.
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