The Influence of lifestyle and E-commerce Marketing Communication Strategies on Aging Consumers’ Loyalty: A Case Study of Pinduoduo

Abstract

In the context of an aging society, this group of consumers has become a key driving force in the e-commerce market. This study aims to examine the characteristics of aging consumers, particularly their lifestyles and perceptions of e-commerce marketing communication strategies on the Pinduoduo platform, and to analyze the influence of these factors on consumer loyalty. A quantitative research design was employed, with data collected from 437 consumers aged 50 and above in Chengdu, China, using a structured questionnaire. Descriptive statistics and multiple regression analysis (MRA) were applied.

The findings reveal that aging consumers demonstrated diverse lifestyle patterns and generally positive perceptions toward marketing communication strategies. The regression results indicate that precision marketing and gamification marketing had significant positive effects on consumer loyalty, with precision marketing showing the strongest influence (β = 0.400), followed by gamification marketing (β = 0.199). In contrast, lifestyle and viral marketing did not have significant effects on consumer loyalty. These findings highlight the importance of targeted and interactive marketing strategies, particularly precision marketing and gamification, in enhancing loyalty among aging consumers in social e-commerce contexts.