An Empirical Study Of The Impact Of Precision Marketing On Consumer Online Buying Behavior

Precision marketing is a new marketing model. It is founded on the Internet. And it uses highly advanced information technologies and methods to accuratelylocate the targeted market. Precision marketing spreads the information to the targeted customers with high connection, effectiveness and measurablility. It can promote the purchasing willingness and stimulate consumers’ demands, which can achieve enterprises’ marketing goals. Precision marketing can reduce marketing costs and measure the marketing process and results. Therefore it greatly increasesenterprises’ profitsof investment. Precision marketing is an important marketing model for enterprises to cope with the increasingly competitive marketin the era of big data.From the consumer’s point of view, this paper studies the influence of precision marketing on consumers’ online purchasing behavior. It puts forward the influence factors of precision marketing, including immediacy, targeted, interactive, interesting and profitability. By consulting a large number of documents and data, the author regards the customer perceived value and customer perceived risk as the intermediary variables. This paper firstly sorts out and reviews the related theories and research status of precision marketing, customer perceived value, customer perceived risk and consumers’ behaviors. On the basis of the documents analysis, the theoretical model and research hypothesis have been introduced. Moreover, the questionnaire has been carried out for data collection. The SPSS 19.0 is used to make descriptive statistics analysis, reliability analysis, exploratory factor analysis and one-way ANOVA. It uses the AMOS 17.0 to make confirmatory factor analysis and testify the structural equation model. The results show that the customer perceived value and customer perceived risk are playing the intermediary role on the precision marketing to influence consumers’ online purchasing behavior. Finally, according to the results of the empirical analysis this paper puts forward counter measures and suggestions for electricity companies and online retailers.