Study On The Purchase Behavior Of Chinese And Russian Millennials In Social Networks

Social networks have become an inseparable part of everyone's life on the planet.Currently,the field of social networking is actively developing.At present,small and big brands are increasingly aware of the need to develop their participation in social networks.Participating on social networks not only helps to increase brand awareness,but also helps increase brand sales.But it must be remembered that target audiences in different countries have different preferences and needs.Understanding these characteristics can improve the efficiency of participating in social networks.According to many studies,millennials are active users of social networks and also actively participate in shopping behaviors on social networks.Millennials have some characteristics that must be considered in order to actively sell goods or services.It should also be remembered that millennials from different countries have different characteristics,which may be caused by many factors.China is undoubtedly one of the leaders in online shopping.China's experience is certainly useful for improving the online shopping experience,but it's more valuable to study consumer interaction with social networking tools.The Russian experience is equally important.It is worth noting that the two millennial groups can be compared and some similarities and differences in the characteristics of the two groups can be revealed.The most important purpose of this article is to study the characteristics of Chinese and Russian millennials buying behavior on social networks,and on this basis,provide practical suggestions for businesses to communicate with Chinese and Russian millennials on social networks.This article combines research on millennials,social networks,and purchasing behavior by reading the existing domestic and foreign literature,based on the theories and opinions of Chinese and foreign scholars.Secondly,it fully studied the characteristics of Chinese and Russian millennials' behavior on social networks.Finally,based on the research on the purchase experience of Chinese and Russian millennials on social networks,practical suggestions are put forward to improve the effectiveness of interaction with them.This study conducted a survey and in-depth interviews with four groups of millennials(Chinese in China,Chinese in Russia,Russian in Russia and Russian in China).This article studies the similarities and differences in the purchase behavior of Chinese and Russian millennials on social networks.Based on the data obtained,four hypotheses were compiled and tested: the time spent on social networks affects the number of purchases on social networks;women make more purchases on social networks than men;women are more likely to buy on social networks than men.Shopping on social networks;location in a specific country/region does not affect the desire to buy on social networks.Countermeasures to establish effective interaction with Chinese and Russian millennials include: portraits of typical millennial consumers on social networks;the classification of products sold on social networks;the principle of choosing social networks for selling goods;the method of targeting millennial shoppers on social networks;the principle of interacting with millennial consumers on social networks.