{"title":"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","authors":"CHU Tiansi, TIAN Hui, Tumpoka Kabinga, ZHU Ruoqing","doi":"10.17265/2159-5542/2022.11.001","DOIUrl":null,"url":null,"abstract":" 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.","PeriodicalId":73913,"journal":{"name":"Journal of psychology & behavior research","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2022-11-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Unlocking the Network Traffic Password of the Sudden Popularity of Oriental Selection: Consumer Behavior Decision-Making Mechanism Based on Mental Accounting Theory\",\"authors\":\"CHU Tiansi, TIAN Hui, Tumpoka Kabinga, ZHU Ruoqing\",\"doi\":\"10.17265/2159-5542/2022.11.001\",\"DOIUrl\":null,\"url\":null,\"abstract\":\" 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.\",\"PeriodicalId\":73913,\"journal\":{\"name\":\"Journal of psychology & behavior research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-11-28\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of psychology & behavior research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.17265/2159-5542/2022.11.001\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of psychology & behavior research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.17265/2159-5542/2022.11.001","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
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.