Demographic Characteristics of the Purchasing Behavior of Jinhua Ham, a Local Specialty Product, Based on Online and Offline Puffery Context

Abstract

In the era of network information, a wide variety of information filled with consumer eyeballs, how to stand out from the fierce competition in the market and product homogenization of the status quo has become the enterprise and its urgent problem. In addition, the user's willingness to buy and behavior of the necessary conditions for the generation of users to notice the company's products, and how to make the consumer groups notice the product is a problem worth thinking about. The use of exaggerated words (puffery) in marketing campaigns can be a good way to attract the attention of users, thus generating their interest and purchasing behavior. In this paper, we take the puffery campaigns of Chinese Jinhua ham as the research objective, and collect tourists in tourist attractions as the samples, therefore, we explore the demographic characteristics of people's purchasing behaviors under the online and offline puffery context, and we find that people's purchasing behaviors under the puffery context show a positive correlation with income and age, and a negative correlation with educational level, and this will help food companies in building new marketing system and marketing tools to play a certain reference role.