归属院系：

商学院（监察审计学院）

作者：

AL-SABRI TALHA ABDULKARIM QASEM

导师：

韩炜

导师单位：

商学院（监察审计学院）

学位：

硕士

语种：

英文

关键词：

Digital marketing, Trust, Purchase intention, Online retailing platform, SMEs

摘要：

中文摘要数字商务的快速发展深刻改变了企业设计营销策略的方式，也重塑了消费者的购买决策过程。在数字环境中，消费者会接触到多种策略信号，但其购买决策很少仅由直接接触所驱动。本研究提出，数字营销策略对购买意愿的影响主要通过消费者信任的发展来中介，并围绕这一核心观点展开论证。 本文采用结构化的概念框架，考察了四种关键的数字营销策略：产品策略、渠道策略、促销策略和定价策略。这些策略要素通过各自的中介路径进行分析，包括数字产品呈现、社交媒体互动、影响者合作以及个性化定价。本文的核心论点是：上述策略要素首先塑造消费者的感知与互动，进而促进信任的形成。正是这种信任在降低感知风险、将积极评价转化为购买意愿的过程中发挥了决定性作用。通过对沙特阿拉伯在线零售平台 Qemat Al Mursalat Trading Est. 进行深入的案例分析，本研究提出了一个整合的、以信任为中心的分析框架。该框架将四条数字营销路径综合为面向中小企业电子商务的统一模型。尽管每一条路径均与既有理论（线索利用理论、关系营销理论、信源可信度理论、效用理论）相一致，但将其整合为连贯的、聚焦中小企业的框架，仍为研究者和实践者提供了有用的分析图示。需要说明的是，本框架以一组可检验的命题形式呈现，而非经过实证验证的研究结论。

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学科：

工商管理

提交日期：

2026-08-28

引用参考：

AL-SABRI TALHA ABDULKARIM QASEM. A Research on Digital Marketing Strategy of an online retailing platform[D]. 西南政法大学,2026.

全文附件授权许可：

知识共享许可协议-署名