破解东方选择突然流行的网络流量密码:基于心理会计理论的消费者行为决策机制

CHU Tiansi, TIAN Hui, Tumpoka Kabinga, ZHU Ruoqing
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引用次数: 1

摘要

本文运用心理会计理论探讨了东方精选公司突然走红背后所隐藏的消费行为的决策机制。首先,根据心理会计的“非替代性”特征,阐述了东方精选的双语直播策略如何激发消费者对广告产品和服务的购买欲望,同时运用心理会计的效用理论分析了东方精选的促销活动如何提高消费者的获取效用和总效用。其次,我们总结了东方精选的成功经验:直播行业应该运用心理会计理论,通过流媒体内容激发消费者的购买欲望,影响消费者的决策行为,有效克服直播营销的不足。这可以通过放弃大声敦促消费者购买商品的传统方式来实现。最后,本文对如何运用心理会计理论促进可持续消费提出了建议,并对东方选择的前景进行了展望。
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Unlocking the Network Traffic Password of the Sudden Popularity of Oriental Selection: Consumer Behavior Decision-Making Mechanism Based on Mental Accounting Theory
 This paper explores the decision-making mechanism of the consuming behavior hidden behind the sudden popularity of the Oriental Selection Company in terms of the mental accounting theory. Firstly, according to the “Non-alternative” characteristics of mental accounting, this paper expounds how the strategy of the bilingual live-streaming of Oriental Selection promoters stimulates consumers’ desire to buy the advertised products and services whilst using the utility theory of mental accounting to analyze how Oriental Selection promoters improve consumers’ acquisition utility and total utility. Secondly, we sum up the successful experiences of Oriental Selection: The live-streaming industry should apply the theory of mental accounting in effectively overcoming the shortcomings of the live-streamed marketing by stimulating consumers’ desire and influencing their decision-making behavior through the streaming of content that triggers them to make purchases. This is achievable by abandoning the traditional ways of loudly urging consumers to buy goods. Finally, this paper puts forward some suggestions on how to use the mental accounting theory in promoting sustainable consumption and points out the prospects for Oriental Selection.
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