Author(s)

Xiang Gao, Yanxia Zhang

Corresponding Author

Yanxia Zhang

Abstract

With the rapid development of information technology, the scale of e-commerce continues to expand. The development of e-commerce has changed the pattern of the traditional market and brought new opportunities and challenges to the retail industry. Online shopping decision-making is a relatively complicated process, and consumers need to consider many factors when choosing online shopping. When consumers purchase goods, geographical location, spatial distance, social network, information understanding level, etc. will all cause psychological distance between customers and e-commerce. Psychological distance plays an important role in consumers' purchase intention and is the basis of consumers' purchase decision. In the current context of the prosperity of online shopping market, how to build the evaluation index system of marketing competitiveness has become an important research topic. This paper expounds the connotation of psychological distance and analyzes the influence of psychological distance on consumers' purchase intention.

Keywords

E-commerce, Online shopping decisions, Marketing, Psychological distance