Nội dung được dịch bởi AI, chỉ mang tính chất tham khảo
Manipulasi tính hợp lý trong quá trình ra quyết định của người tiêu dùng: Phân tích lễ hội mua sắm trực tuyến của Alibaba
Tóm tắt
Lễ hội mua sắm trực tuyến hàng năm của Alibaba được biết đến như một trong những chiến dịch quảng bá thành công nhất, trong thời gian này, các nhà tiếp thị thường cung cấp càng nhiều ưu đãi thông tin và hoạt động khuyến mãi càng tốt để khơi dậy sự tham gia cuồng nhiệt và mua sắm của người tiêu dùng. Tuy nhiên, hiện tại có rất ít nghiên cứu điều tra hiệu ứng của việc thao túng tính hợp lý này lên quá trình ra quyết định của người tiêu dùng bằng chứng từ hành vi trong thế giới thực, điều này mang đến cho chúng tôi cơ hội để lấp đầy khoảng trống nghiên cứu này. Sử dụng một bộ dữ liệu nhật ký mua sắm độc đáo được tạo ra bởi người tiêu dùng trên nền tảng Tmall, chúng tôi coi ngày phát hành các hoạt động khuyến mãi là nguồn sốc exogenous và tiến hành thiết kế hồi quy gián đoạn theo thời gian để xem xét sự thay đổi trong mức độ hợp lý của người tiêu dùng trong suốt lễ hội. Kết quả thực nghiệm cho thấy người tiêu dùng có xu hướng xử lý nhiều tín hiệu bên ngoài hơn và gắn bó hơn với các lựa chọn ban đầu của họ trong một chu kỳ quyết định ngắn hơn trong suốt lễ hội, điều này chỉ ra rằng mức độ hợp lý của họ giảm và do đó xác thực hiệu quả của việc thao túng tính hợp lý của các nhà tiếp thị. Thú vị thay, chúng tôi cũng phát hiện ra một thiên lệch nhóm rằng việc thao túng tính hợp lý này có ảnh hưởng khác nhau tới các nhóm người tiêu dùng thuộc giới tính và độ tuổi khác nhau. Trong đó, đáng chú ý nhất là nhóm người tiêu dùng dưới 24 tuổi không chỉ có sự khác biệt lớn nhất về giới tính trong nhóm mà còn có sự khác biệt lớn nhất so với các nhóm tuổi khác. Những phát hiện từ nghiên cứu này sẽ giúp các nhà tiếp thị cải thiện hiệu quả khuyến mãi và cung cấp một phân bổ hợp lý về nguồn thông tin trên nền tảng thương mại điện tử.
Từ khóa
#Alibaba #lễ hội mua sắm trực tuyến #thao túng tính hợp lý #quyết định của người tiêu dùng #nhóm người tiêu dùngTài liệu tham khảo
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