Design and Application of Experimental Teaching in Consumer Behavior Courses

This article mainly elaborates on the design and application of experimental teaching in the teaching of consumer behavior.To study consumer behavior,it is necessary to understand their information collection activities before acquiring goods and services,as well as the evaluation and selection of goods,services,or brands.It is also important to pay attention to how they handle products and activities based on their satisfaction after purchasing products or services.In addition,through inquiry experiments,the learning effects of students can be improved,thereby highlighting the significance of inquiry experiments.

The Impact of Digital Payment on Consumer Behavior in China

To continue China’s economic growth,plenty of research has been conducted to find the relationship between advancing payment methods and thriving consumption.Currently,digital payment is the latest and most mature way in China.Instead of being a single application for online transactions,digital payment represents a complete online shopping environment.To generally review the impact of digital payment on consumer behavior in China,literature containing research on consumers from different age groups and gender will be collected and concluded.This research takes women and undergraduate students as the critical research object because people ubiquitously consider these two groups of people as the primary consumers in the e-commerce market.After arranging information from the research about three stages that cover the shopping intention by digital payment,consumer psychology,and consumer behavior,this review concludes that economic growth is potentially attained by digital payment in a secure online environment,with the business target at profit maximization at the same time keeping consumers rationale in a normal range,especially for woman and undergraduate students.

Analysis of Consumer Behavior in Regard to the Beef Meat in Kosovo

In this study, consumer’s behavior in the Kosovo in respect to beef meat was studied using different socio-economic variables assessed by so-called evaluation criteria as: “very important”, “important”, “same”, and “less important”. The overall objective of the study was to analyze the consumer behavior in regard to beef meat in Kosovo and possibly identify effects of different variables on consumer decision upon purchase of beef meat. Beef meat was perceived differently at various types of purchasing places. Important socio-economic variables explaining individual respondent differences in consumer behaviors regarding purchase of beef meat involved in our study were: price, label, package, quality, trust, and origin of the product, gender of consumer, monthly family income, family member size, employment status of respondents, different regions in Kosovo. Perceived quality, price and trust of the beef meat product were significantly more important (P < 0.05) than all other characteristics no matter of gender, family size, respondent region, monthly economic income or other issues. Supermarkets and retail story’s are the preferred place for buying beef meat for all family size groups ranging from 46.10% - 72.06%, respectively. Conclusions derived from the analysis suggest that assessment of consumer’s behavior through evaluation criteria can contribute to a better understanding of consumer behavior in respect of beef meat and will have positive impact and improve linkages between farmers, traders, processors and consumers as last part of this chain in Kosovo.

Developing an Extended Theory of Planned Behavior Model for Small E-Waste Recycling:An Analysis of Consumer Behavior Determinants

WEEE(Waste Electrical and Electronic Equipment),also called e-waste,has become the world’s fastest-growing waste stream but only has a 17.4%recycling rate according to the Global E-waste Monitor 2020.The collection rate for sWEEE(Small WEEE),e.g.,used mobile phones,is even lower than 10%due to stockpiling at home and improper disposal via the general waste or private informal channels.The purpose of this paper was to(a)review how the TPB(Theory of Planned Behavior)was applied in the literature related to consumer behavioral intention for WEEE recycling and determine the most significant TPB predictors by comparing their standardized influence coefficients across various studies,and(b)identify additional behavior determinants specific to sWEEE recycling and thus develop a new TPB-sWEEE theoretical framework by integrating the TPB model with these new determinants in order to improve the predictability of consumers’sWEEE recycling behavioral intention.This paper reviewed over 30 peer-reviewed studies from Scopus and high impact factor journals and led to the following three key findings:(a)More variables of recycling behavioral intention determinants such as the size of WEEE need to be considered;(b)Eight sWEEE-specific behavioral determinants have been identified and included in the newly developed TPB-sWEEE model,including consumers’Sentimental Attachment,Data Security Concern,Economic Incentives,and How-to Knowledge;(c)For some sWEEE-specific determinants,their extent of influence differs across various regions and countries.This paper contributes to the sWEEE-specific consumer recycling behavior theoretical framework to fill the existing gap in the literature and provides recommendations through the new model for research-based behavioral intervention strategies and policy designs globally.

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.

Joint inventory and transshipment decisions with consumer behavioral heterogeneity

Transshipment is an effective method for reducing mismatches between supply and demand among retailers.Consumers attempting to purchase out-of-stock items may wait for transshipment,purchase at another store,or choose not to buy.In this paper,the consumer behavioral heterogeneity is characterized using the transshipment request rate and consumer switching rate.It affects the replenishment and transshipment decisions,as well as the system profits.The inventory replenishment and transshipment decisions are studied in both centralized and decentralized two-location inventory systems with consumer behavioral heterogeneity.We characterize optimal replenishment decisions in a centralized system,prove the existence of a unique Nash equilibrium in a decentralized system with a specific demand distribution,and determine the coordinating transshipment price for some decentralized systems.In numerical studies,the performance of various systems is analyzed for consumers with identical(symmetric)or differing(asymmetric)behavior between retailers.For scenarios with symmetric consumers,a higher transshipment request rate and consumer switching rate resulted in increased total profit in all systems.For scenarios with asymmetric consumers,the retailer with the higher consumer switching rate should reduce ordering in a centralized system but increase ordering in a decentralized system.Moreover,the retailer with the higher transshipment request rate reduces ordering to increase profit,whereas the other retailer increases order quantity yet earns less profit.

The Utility Additive Method and Its Usage for Studying Consumer Behavior

Multiattribute utility theory is a powerful theory tool to reveal the preferences of the consumers according to multiple attribute points of view. Utility additive (UTA) method based on Multiattribute utility theory is an ordinal regression method using linear programming. The purpose of the UTA method presented in this paper is to assess additive utility functions that aggregate multiple attributes in a composite attribute. The results of it are important for the study of consumer behavior. Finally, a simple illustrative example is presented and some extensions of the method are proposed.

The impact of blockchain technology on consumer behavior:a multimethod study

Blockchain is a ground-breaking technology that is transforming supply chain management.This study aims to empirically investigate the impacts of blockchain technology on consumer behavior.We conduct this research in collaboration with a Chinese e-commerce company that has introduced a blockchain platform for tracing.We use a multimethod design by combining natural experiment-and case study methods.First,we collected data from four industries(i.e.milk powder,seafood,alcohol and nutrition)to conduct the experiment,and the findings reveal that the firms that adopted the blockchain tracing system have an increase in product sales and a decrease in product returns compared to those that did not.Second,we conducted a multiple case study with four cases from the four industries.The findings reveal that the adoption of a blockchain tracing system improves supply chain transparency and process management,which then enhances consumer service and trust.This study contributes to the literature by providing empirical evidence that adopting blockchain technology can improve firms’marketing performance.The findings also reveal how the adoption of blockchain technology affects consumer behavior.

Multi-Period Optimal Capacity Strategy Based on Consumer Behavior Involved in Social Media

Social media and consumer behavior are increasingly important in business nowadays. As a new form of advertising, social media do facilitate the increase in demand and bring a challenge to manufactures. While researchers demonstrated that insufficient capacity generates the loss in the process of sales, an opposite conclusion has been obtained that the profit is larger in insufficient capacity.This study investigates this situation of a manufacturer. We develop a multi period model of insufficient capacity concerning with social media and consumer behavior. An calculation of the model indicates that a great change appears in the demand of each period. To ensure the maximum profit, the capacity of each period is computed. And the profit is almost 8 times larger than that we do not consider social media and consumer behavior. We discuss the implications of our findings for both theory and practice.

How Environmental Attitudes Affect Consumers’Willingness to Engage in Green Consumption Behaviors:The Moderating Role of“Plastic Restriction”

Consumers’willingness to engage in green consumption behavior will be guided by internal psychological factors and also influenced by external environmental factors.One of the most common external interventions is the issuance of scientific policies and regulations.The government may introduce policies and regulations that help to increase the willingness of green consumption behavior,such as energy-saving and emission reduction policies and policies to restrict plastic products.In this paper,the authors study the mechanism of the effect of environmental attitudes on consumers’willingness to engage in green consumption behavior from the perspective of“plastic restriction”,and conclude that the magnitude of the effect of policies and regulations on the willingness to engage in green consumption behavior varies significantly at different levels of environmental attitudes.This study provides scientific implementation ideas and targeted management suggestions for the government to formulate effective external intervention policies for green consumption.

Factors Affecting Consumers’Internet Shopping Behavior During the COVID-19 Pandemic:Evidence from Bangladesh

The aim of the study was to investigate the factors affecting consumers’internet shopping behavior during the coronavirus disease(COVID-19)pandemic in Bangladesh.The study measured the influence of product factor,price factor,time saving factor,payment factor,security factor,administrative factor,and psychological factor on consumers’internet shopping behavior during the coronavirus disease(COVID-19)pandemic.The research collected data from May 10,2020 to June 10,2020 in personal interview by online survey method through a structured questionnaire with five-point Likert scales from 230 Bangladeshi online consumers.Non-probability sampling method was used.Data were analyzed using descriptive statistics analysis,reliability analysis,and multiple regression analysis.Results exhibited that all factors except price factor and security factor had a momentous and positive association with consumers’internet shopping behavior during the coronavirus disease(COVID-19)pandemic in Bangladesh.It has implications for e-marketing practicing firms regarding the real strategy of online shopping for Bangladeshi consumers during the coronavirus disease(COVID-19)pandemic in Bangladesh.

Research on Online Education Consumer Choice Behavior Path Based on Informatization

The application of information and communications technology(ICT)in the education industry is becoming more and more extensive,and online education realized through ICT is developing in full swing.The influence of ICT on online education consumer's choice behavior is the core issue of online education industry development research.The research on the interactive path and methods of information and online education consumer choice behavior is worth exploring and revealing.This study introduces the word-of-mouth factor as a new research variable under the framework of the Rational Choice Theory model(RCT)and the structural equation method to conduct empirical research and theoretical analysis to verify the validity of the hypothesis and model.The fifthGeneration mobile communication system(5 G)analyses the factors affecting online education consumer behavior choices based on the premise of ICT.Research on the path between ICT and choice behavior provides new ideas for online education consumer choice behavior research and ICT and content and provides a new scenario.This article is a cross-disciplinary research content in theory,and its innovation opens up a new path for the management of ICT research.The research results have innovative significance and value at both the theoretical and practical levels.

Comparative study on consumption behaviors in private car markets between large and medium-small cities in China

With the economic development and the acceleration of motorization in China,the number of private cars increases rapidly in urban areas.However,the limit of urban resources and the contradiction between traffic supply and demand are increasingly prominent in large cities,while private car consumption has been a new "light" in medium and small cities.Consumers' behaviors differ from region to region.Aiming at the above problems,we formulate structural equation modeling and carry out empirical research.In this paper,a comparative study about the main influential factors that affect the consumption of private cars in large and small cities in China is made,and it is hoped that some guidance for policy recommendations can be obtained.

The Influence of Tunable LED Lighting Systems on Consumer Food Label Perceptions

A study was conducted in a grocery store simulation lab at a large Mid-Western university to measure consumer perceptions of meat package label design variations under different LED lighting conditions. A quasi-experimental approach using a multi-group between-within subjects’ post-test only design measured participants’ responses to the novel meat labels. Philip’s HUE consumer LED light bulbs were varied with different colors over beef steak package labels from 2700 K (RED) - 7000 K (BLUE). Goose neck lamps over the packages were used to create the display lighting simulations. The researchers determined that there was evidence of label and lighting interactions which influenced consumer perceptions of nutrition label information both between and within subject groups.

Social Media Influence on College Students'Consumption Behavior and Marketing Strategy

Nowadays,the use of social media is everywhere in college campuses.You can often see students who stare down at the mobile phone screen and brush the dynamic circle of friends,even community meetings,group discussions are beginning to be replaced by WeChat Group.The rapid development of social media allows marketers to see more possibilities for marketing.College students group is a group that marketers can not ignore,this kind of target consumers also have their own characteristics.Only by understanding the characteristics and behavior of consumers can we better discover and spread demand.This paper will analyze the influence of the development of social media on the consumption behavior of college students,and put forward some suggestions on how to use social media to carry out marketing.

消费主义视域下当代大学生的消费偏离及其引导路径

市场经济发展带来了物质财富与精神财富的空前繁荣,也使当代大学生的消费理念和消费方式发生了巨大变化。以消费主义思潮为主导的消费社会使当代大学生的消费发生了理念的价值偏离、行为的理性偏离和组成的结构偏离。以资本逻辑为主导的消费文化和以市场逐利为本质的商业技术以及教育的缺失是当代大学生消费偏离现象生成和蔓延的主要原因。因此,科学引导当代大学生的消费价值观,需要以社会为保障、以学校为主导、以家庭为基础,依托社会各方、依托教育教学、依托日常生活帮助大学生确立求实的消费动机,树立正确的消费理念,形成健康的消费行为。

Dimensions of Consumer's Perceived Risk in Online Shopping

Perceived risk is an important concept in consumer behavior in online shopping. It impedes the adopting online shopping. A structure model with seven factors of consumer's perceived risk in online shopping is developed in this paper. The results have the descriptive power about Chinese consumers' perceived risk in Internet shopping and provide framework for managerial use in China's e-commerce market environment.

A Review on Apparel Fashion Trends, Visual Merchandising and Fashion Branding

Visual merchandising encourages customers to enter the store by making it appealing to them and influencing their perception of it. It is the art of putting together effective display designs and ideas in order to boost store traffic and sales. It’s also a way to engage with customers and influence their purchasing decisions. A fashion trend occurs when a particular item, silhouette, color, or other new look rises in popularity. It changes with the seasons, and the store serves as a hub for communicating these changes to potential customers. Because items must be sold within a certain time frame, several display tactics are used to best present the merchandise and communicate the current fashion trends to customers. Visual merchandising becomes a key aspect of difference from merchants in the same category as retail firms, particularly fashion brands, try to compete in an already saturated market. Effective branding is now a vital success component for all types of fashion firms. Fashion brands may use effective branding tactics to build equity, promote consumer brand loyalty, and increase profitability. Visual merchandising is critical for inferring various customers’ perspectives and adding value to businesses. Its major goal is no longer to make items appealing in order to sell them quickly;it is rather to stand out, develop the correct brand image, and give the greatest possible customer experience. Visual merchandising aspects, when employed correctly, can infiltrate the buyer’s brain and prompt them to generate a favorable opinion of the store, allowing it to leverage its brand image. In this context, this research review focuses and aims to study the link between visual merchandising and Apparel Fashion trends, to study the relationship between visual merchandising and fashion branding and to find out the research gaps and scope for future research directions in the area of visual merchandising applied in fashion apparel industry.

论消费主义影响下的城市居民消费行为特征——以重庆市为例

消费是联结经济与文化的社会活动。随着全球化进程的不断深入,发源于西方的消费主义开始在全球蔓延,对我国城市居民的消费形态产生了广泛而深刻的影响,我国城市居民的消费问题越来越受到学术界的广泛关注。从社会学的视角,基于消费主义全球化的社会背景,通过对重庆城市居民的调查研究,归纳出消费主义影响下的我国城市居民消费行为的特征。

Mindfulness: Helps Curb Impulsive Buying Through Improving Self Control

“People spend 46.9%of their waking hours thinking about something else other than what they are doing and this mind-wandering typically makes them unhappy”(Killingsworth&Gilbert,2010).An antidote to this mind-wandering is“Mindfulness”;derived from ancient Buddhist tradition it refers to an open and non-judgmental form of awareness that is centered on present moment experiences considering both internal and external environment(Kabat-Zinn,2003).Existing research suggests mindfulness increases self-regulation of attention and self-control(Razza et al.,2015;Panek,Bayer,Cin,&Campbell,2015).Past research has also suggested mindfulness as a long-term solution to obesity and over-eating(Herpel et al.,2015;Bahl,Milne,Ross,&Chan,2013).This research suggests mindfulness as a way of improving self-control among consumers and contributes to making a more discerning customer.In my research,I suggest mindfulness as a way to improve self-control and reduce the susceptibility of a consumer to advertising effects,promotion price effects,and impulse buying behavior.We also suggest mindfulness as an intervention to reduce the over-spending problem in consumers.Elaboration likelihood model of persuasion(ELM)forms the theoretical basis of our research.ELM suggests two ways of information processing,central route,and peripheral route.In central route processing,customer evaluates communication by the logic of the argument presented.In peripheral processing,customer relies on peripherals like the attractiveness of source of information and other such peripherals to process information(Petty&Cacioppo,1984).The mindful customer is more likely to use central route than the peripheral route of information processing(Schramm&Hu,2014;Dong&Brunel,2006;Panek et al.,2015).Due to the difference in information processing,the mindful customer may not be influenced by peripheral cues of marketing like advertising and price promotions.We examine the differential effects of mindfulness vs.non-mindful consumers’response to marketing messages,through a series of experiments.This research also suggests mindfulness as a way to protect consumers against marketing enticements and improve their self-control against the harmful behavior of impulsive buying and overspending.The research also has implications for improving general happiness in the consumer.Since past research suggests,mind wandering leads to unhappiness in people(Mathew et al.,2010).