Can College Students' Control Their Spending Spree?: Evidence from Chinese College Students during "Double Eleven"

Proceedings of the 7th International Conference on Management of e-Commerce and e-Government Pub Date : 2020-07-01 DOI:10.1145/3409891.3409907

R. Brenya, Zhuang Jing, Emmanuel Nketiah, D. Cudjoe

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引用次数: 1

Abstract

E-commerce has become an essential platform for buying and selling products online. The rise of such a platform gives Taobao networks the distinctive opportunity to bring their products to the doorstep of their customers. The study investigates the features employed by Taobao vendors that influence Chinese students to buy on impulse during the "Double Eleven", also nicknamed "Single's Day" online festival celebration. Structured questionnaires with closed-ended questions were used to collect data from the college students. In total, 502 responded to the questions, STATA application software, descriptive and other factor analysis tools were used in the analysis of the data. The results review that, promotional tools such as gargantuan discounts, coupons, secured payment systems, ability to negotiate the price and the like encourage students to spend more during the Singles' Day Online Festival. The research shows vividly the vulnerability of college students who buy on instinct during double eleven, due to the expert advertising tactics employed by Taobao vendors. The study ends with a recommendation and areas of further research.

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大学生能控制自己的消费狂潮吗?——来自“双十一”中国大学生的证据

电子商务已经成为网上购买和销售产品的重要平台。这样一个平台的崛起给淘宝网络提供了一个独特的机会，把他们的产品带到他们的客户家门口。该研究调查了淘宝卖家在“双十一”(也被称为“光棍节”)期间影响中国学生冲动购物的特点。采用封闭式问题的结构化问卷对大学生进行数据收集。共回答问题502人，采用STATA应用软件、描述性等因子分析工具对数据进行分析。调查结果显示，大量折扣、优惠券、安全支付系统、议价能力等促销手段鼓励学生在光棍节期间花更多的钱。该研究生动地展示了双十一期间凭直觉购物的大学生的脆弱性，原因是淘宝卖家采用了专业的广告策略。该研究以建议和进一步研究的领域结束。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Proceedings of the 7th International Conference on Management of e-Commerce and e-Government

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