Digital marketing and consumer behavior of enterprises under the background of national subsidy policies

<ns3:p>Abstract* Against the backdrop of the digital economy, government subsidies, as a key macroeconomic regulation tool, interact with enterprises’ digital marketing investment and consumer behavior, yet relevant in-depth research remains scarce. This study aims to explore the complex relationships between national subsidy policies, enterprises’ digital marketing strategies, and consumer purchase intentions, with a focus on the second-hand product market. Based on a review of existing literature, five core hypotheses are proposed: national subsidy policies significantly enhance enterprises’ digital marketing investment; enterprises’ digital marketing strategies under subsidies positively impact consumer purchase intentions; consumers’ awareness of subsidy policies strengthens their purchase intentions; consumers’ trust in digital marketing platforms moderates the impact of digital marketing on purchase intentions; and national subsidy policies reduce consumers’ willingness to purchase second-hand products. This research bridges the existing research gap, constructs a comprehensive theoretical framework for the interaction between government, enterprises, and consumers in the digital age, and provides theoretical basis and practical guidance for policy makers and business decision-makers.</ns3:p>