When I go to the supermarket to shop, I often make impulse purchases, and many times I have bought a whole shopping cart when I react." We know that the daily consumption level of consumers is fixed, and their unplanned shopping needs are solved offline, then the consumption on the e-commerce platform will be diluted. According to data from the National Bureau of Statistics, online retail sales of physical goods accounted for only 20.7% of the total retail sales of social consumer goods, and the national online retail sales increased by 16.5% year-on-year, saying goodbye to the era of high growth of 20%, which means that online consumption and offline The pattern of consumption is gradually approaching a stable situation.
According to the analysis of the barrel effect theory, there must be a "short board" that hinders the continuous penetration of e-commerce into the retail industry. This shortcoming is the lack of stimulation in unplanned shopping. Compared with planned shopping with a clear purpose, unplanned shopping also has its own unique charm. Scott Rick, an assistant professor of marketing at the University of Michigan in the United States, once proposed Phone Number List a concept of retail therapy (Retail Therapy), which refers to a way for people to self-regulate, release stress, and relieve negative emotions through shopping. The method to achieve self-healing, of course, this is not strictly a psychotherapy method.
This explains why e-commerce shopping has many advantages, and many consumers still like to shop. On the e-commerce platform, we can buy products with more favorable prices and richer SKUs, and we can complete the shopping operation in a few minutes through computers and mobile phones without going out at all. But this kind of quickness also destroys consumers' "sense of satisfaction" in the shopping process.