数字营销策略对消费者购买意愿的影响研究

A Study on the Impact of Digital Marketing Strategies on Consumer Purchasing Intention

摘要: 数字营销是当今众多企业和公司所采用的重要战略，提供了独特的跨地域覆盖范围和参与潜力。本文主要研究数字营销策略对孟加拉国消费者购买意愿的影响因素。通过梳理、总结相关文献，本研究进行提出假设(H1~H5)主要探讨电子邮箱营销、网络公关营销、内容营销、社交媒体营销、联盟营销因素对消费者购买意愿方面的重要性。本文的数据来源于问卷调查，收集数据之后通过SPSS软件进行分析。结果表明，社交媒体营销、电子邮箱营销、网络公关营销、内容营销因素对孟加拉国消费者的购买意愿具有重要的影响力。通过研究数字营销对孟加拉国消费者购买行为的影响，以帮助企业加深理解并针对适合孟加拉国市场背景的数字营销策略进行战略改进。这有助于数字营销活动的不断改进和完善，最终使企业能够更好地满足孟加拉国消费者不断变化的需求和偏好。

Abstract: Digital marketing is an important strategy adopted by many businesses and companies today, providing unique cross-regional coverage and engagement potential. This paper mainly studies the factors that influence the purchase intention of Bangladeshi consumers through digital marketing strategies. By combing and summarizing relevant literature, this study proposes hypotheses (H1~H5) to explore the importance of email marketing, online public relations marketing, content marketing, social media marketing, and affiliate marketing factors on consumer purchase intention. The data in this paper comes from a questionnaire survey, and the data is analyzed using SPSS software after collection. The results show that social media marketing, email marketing, online public relations marketing, and content marketing factors have an important influence on the purchase intention of Bangladeshi consumers. By studying the impact of digital marketing on the purchasing behavior of Bangladeshi consumers, it helps companies to deepen their understanding and make strategic improvements to digital marketing strategies that are suitable for the Bangladeshi market context. This will help the continuous improvement and perfection of digital marketing activities, and ultimately enable companies to better meet the changing needs and preferences of Bangladeshi consumers.