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Bridging the Gap: Anxiety’s Role in Sha** Consumption Patterns of Chinese University Students in the O2O E-Commerce Landscape

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Abstract

In the dynamic landscape of modern consumer behavior, understanding the intricate interplay between psychological states and consumption patterns is imperative. This research endeavors to delve into relatively uncharted territory within consumer behavior studies: the influence of anxiety on consumption behaviors among university students, particularly within the online-to-offline (O2O) e-commerce model. Drawing upon a comprehensive review of existing literature and employing a methodologically rigorous approach, we investigate the pivotal role of anxiety in sha** the consumption patterns of university students within the O2O e-commerce landscape, with a specific focus on the demographic in China. Our study emphasizes the significance of customer loyalty in the O2O e-commerce sphere and highlights the critical role of customer satisfaction, particularly in the context of university students who place substantial importance on product quality. The findings reveal strong correlations between website online services, website offline services, and the product factor with customer satisfaction among undergraduate consumers, marking a theoretical shift in the O2O e-commerce domain. Furthermore, this research offers practical insights for businesses operating in the O2O e-commerce sector. Recommendations include adopting agile approaches, emphasizing product quality, and leveraging community-based distribution strategies to enhance customer satisfaction and build loyalty, especially among university undergraduate consumers. These insights provide a roadmap for thriving in the ever-evolving O2O e-commerce landscape, ensuring businesses remain attuned to the evolving preferences and behaviors of this influential consumer demographic.

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Data Availability

The datasets used and/or analyzed during the current study are available from the corresponding author on reasonable request.

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Funding

This work was supported by a project grant from the key project of Anhui Provincial Outstanding Young Talents Support Program (Grant: gxyqZD2016447). This work was supported by a project grant from Anhui Provincial Quality Engineering Project in 2020 (Grant: 2020xsxxkc120).

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Authors and Affiliations

  1. School of Economics and Management, Anhui Open University, Hefei, 230022, China

    Leilei Jiang & Wenming Sun

  2. School of International Business, Anhui International Studies University, Hefei, 230001, China

    Lin Ren

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  1. Leilei Jiang
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  2. Wenming Sun
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Correspondence to Wenming Sun.

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Jiang, L., Sun, W. & Ren, L. Bridging the Gap: Anxiety’s Role in Sha** Consumption Patterns of Chinese University Students in the O2O E-Commerce Landscape. J Knowl Econ (2023). https://doi.org/10.1007/s13132-023-01642-w

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