Digital media has fundamentally reshaped societal structures and reconfigured consumption paradigms. As China's predominant e-commerce platform, Taobao commands substantial market dominance through strategic implementation of digital marketing mechanisms. During the "Double Eleven" promotional period, Taobao employs multifaceted operational strategies to enhance iPhone sales performance. While scarcity-driven marketing tactics effectively generate consumer urgency and stimulate purchase intentions, they concurrently induce market competition imbalances and erode consumer brand loyalty. The streamlined checkout mechanism demonstrates particular efficacy for iPhone transactions through cost-efficiency optimization and temporal economy, yet simultaneously escalates impulsive consumption tendencies and post-purchase return probabilities. The platform's choice architecture, characterized by default configurations and algorithmic recommendations, streamlines purchasing processes but introduces systemic bias that constrains consumer autonomy and disadvantages smaller merchants. Although Taobao's "Double Eleven" serves as a critical commercial infrastructure for iPhone distribution, its optimization strategies present dual effects: enhancing transactional efficiency while potentially distorting consumer decision-making accuracy and destabilizing merchant revenue streams.

Analysis of iPhone Promotion Strategies during Taobao's "Double Eleven": A Study on Digital Media Marketing and Consumer Behavior