The purpose of this study is to explore the impact of e-commerce platform marketing strategies on college students' consumption desire on Double 11. Through regression analysis and difference-in-difference method, the research results show that the marketing strategy of Double 11 significantly improves the consumption desire of college students. Specifically, after the implementation of the Double 11 activity, the shopping desire of college students increased significantly, indicating that the marketing strategy has a positive effect on promoting consumption, in addition, the store size and debt level in the control variables have a negative impact on consumption desire, and the effect of the Double 11 marketing strategy on the promotion of consumption desire has been verified by the placebo test to be real and effective. These findings provide empirical support for e-commerce platforms in formulating marketing strategies, and also provide an in-depth understanding and reference for the consumption behavior of college students and the development of the digital economy.

Junyi Gao, Jiahao Tang, Chenghao Zhang, Xiaoxia Zhao. Exploration of the Mechanism of Marketing Strategy Heterogeneity on College Students' Consumption Desire—Based on DID Model Empirical Analysis under the 'Double Eleven, Shopping Festival'. Academic Journal of Business & Management (2024) Vol. 6, Issue 8: 170-178. https://doi.org/10.25236/AJBM.2024.060825.

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