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-...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.展开更多
Digital marketing is considered the preferred method comparing to traditional marketing nowadays [1], but is it true for luxury and expensive products? Since the perception prevails that the concepts “luxury” and “...Digital marketing is considered the preferred method comparing to traditional marketing nowadays [1], but is it true for luxury and expensive products? Since the perception prevails that the concepts “luxury” and “digital” are quite incompatible [2], this paper aims to explore the effectiveness of digital marketing advertisements of luxury retailers, while also exploring consumer’s purchasing intent based on the viewing of such promotions. The overall goal is to provide a model of luxury purchase behaviour through harnessing social media. As a constructionist ontology-based researcher, I believe in multiple versions of reality which can evolve based on my target consumer experiences [3]. My epistemological stance is interpretivism with a subjective approach, inductively interacting with consumers to better understand what this “truth” means to them, incorporating textual material to support the analytical interpretations [4]. It is hoped this paper will inform fashion brands marketers about social media practice to achieve creation of purchase intention and ultimately achieve target sales. The paper is useful to both practitioners and academics in the fields of social media marketing and purchase intention. The research provides some initial insights into consumer perspectives of social media ads and online purchase behaviour.展开更多
The aim of this study is to know the role of online promotion tools in conducting behavior of the Algerian consumer in the district of Bechar,by reviewing its concept,characteristics and types and measuring its impact...The aim of this study is to know the role of online promotion tools in conducting behavior of the Algerian consumer in the district of Bechar,by reviewing its concept,characteristics and types and measuring its impact on the consumer in studying the intention of buying through Tools of Internet.A sample of Algerian consumers was collected in the district of Bechar,the sample size was 90 individuals distributed to mobile company Ooredoo The descriptive and analytical method was used to obtain statistical data by using a questionnaire and SPSS method for testing hypotheses of the study.The result was the statistical significance through the methods of promotion through Internet and the purchase of the Algerian consumer behavior in the district of Bechar towards the use of mobile services&offers to the operator Ooredoo.展开更多
According to normative-resource theory,the balance of marital power is influenced by the effect of socioeconomic resources and subcultural expectations.The purpose of our study is to empirically test the effects of Ja...According to normative-resource theory,the balance of marital power is influenced by the effect of socioeconomic resources and subcultural expectations.The purpose of our study is to empirically test the effects of Japanese married individuals’comparative socioeconomic variables—education,age,occupation status,personal income,family income,urban/rural living area,years married,and the presence/number of children;and normative resources—the four dimensions of sex role orientation—on decision-making authority across the stages of automobile purchasing.The data of 500 demographically heterogeneous married individuals are analyzed by using a Lasso(least absolute shrinkage and selection operator)regression to select variables and to improve the accuracy of prediction and interpretation.The findings reveal that wives’authority is significantly influenced across all stages by their personal income and specific dimensions of their sex role orientation.On the other hand,husbands’authority is not affected by their perception of role norms,but only by their age.Contrary to expectations,the effects of education,occupation,and employment status are not significant in any of the cases,opening a discussion for cross-cultural comparison.The findings are interpreted and transformed into actionable items for managerial implications.展开更多
文摘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.
基金Acknowledgement Fund： the National Natural Science Foundation of China （No. 71172042）. Wuhan University of Technology Innovation Fund （No. 2012-IB-092）.
文摘Digital marketing is considered the preferred method comparing to traditional marketing nowadays [1], but is it true for luxury and expensive products? Since the perception prevails that the concepts “luxury” and “digital” are quite incompatible [2], this paper aims to explore the effectiveness of digital marketing advertisements of luxury retailers, while also exploring consumer’s purchasing intent based on the viewing of such promotions. The overall goal is to provide a model of luxury purchase behaviour through harnessing social media. As a constructionist ontology-based researcher, I believe in multiple versions of reality which can evolve based on my target consumer experiences [3]. My epistemological stance is interpretivism with a subjective approach, inductively interacting with consumers to better understand what this “truth” means to them, incorporating textual material to support the analytical interpretations [4]. It is hoped this paper will inform fashion brands marketers about social media practice to achieve creation of purchase intention and ultimately achieve target sales. The paper is useful to both practitioners and academics in the fields of social media marketing and purchase intention. The research provides some initial insights into consumer perspectives of social media ads and online purchase behaviour.
文摘The aim of this study is to know the role of online promotion tools in conducting behavior of the Algerian consumer in the district of Bechar,by reviewing its concept,characteristics and types and measuring its impact on the consumer in studying the intention of buying through Tools of Internet.A sample of Algerian consumers was collected in the district of Bechar,the sample size was 90 individuals distributed to mobile company Ooredoo The descriptive and analytical method was used to obtain statistical data by using a questionnaire and SPSS method for testing hypotheses of the study.The result was the statistical significance through the methods of promotion through Internet and the purchase of the Algerian consumer behavior in the district of Bechar towards the use of mobile services&offers to the operator Ooredoo.
文摘According to normative-resource theory,the balance of marital power is influenced by the effect of socioeconomic resources and subcultural expectations.The purpose of our study is to empirically test the effects of Japanese married individuals’comparative socioeconomic variables—education,age,occupation status,personal income,family income,urban/rural living area,years married,and the presence/number of children;and normative resources—the four dimensions of sex role orientation—on decision-making authority across the stages of automobile purchasing.The data of 500 demographically heterogeneous married individuals are analyzed by using a Lasso(least absolute shrinkage and selection operator)regression to select variables and to improve the accuracy of prediction and interpretation.The findings reveal that wives’authority is significantly influenced across all stages by their personal income and specific dimensions of their sex role orientation.On the other hand,husbands’authority is not affected by their perception of role norms,but only by their age.Contrary to expectations,the effects of education,occupation,and employment status are not significant in any of the cases,opening a discussion for cross-cultural comparison.The findings are interpreted and transformed into actionable items for managerial implications.
