The psychological foundation behind the prevalence of online group buying
In the first month when Ran started group buying, the daily group express delivery that knocked on her door every day was like queuing; the first thing Ms. Liu went to work every day was to search for new group buying information on the day and share the information in time with office colleagues; ZhangThe lady added several Weibos of Group Buying Network to her Weibo, and created a collection of the latest information of Group Buying Networks . from family decoration to small packages of snacks, 40% off, 1% off, 0%.
10% off, the group purchase website is glorious.
According to the official China Internet report released in June this year, there are already 1 users participating in online shopping.
4 billion, the most prevalent among people aged 18-35.
After Taobao, this year, more than a thousand group-buying websites have emerged, and there is a tendency of “everything can be bought”.
A sense of security and a sense of belonging led to group purchases. Ni Yan, PhD, Institute of Communication Psychology, Communication University of China, also participated in group purchases.
She analyzed that from a buyer ‘s perspective, one is a cost-effective, take advantage of the mentality, so that the buyer’s bloodline, click into the order; another deep reason is that group buying consumers know that they are not buying alone.There are even dozens to thousands of people buying at scale.
“When shopping becomes an organized behavior, buyers are given a sense of belonging and security. The more popular the products are, the less popular they are when choosing group purchases, and when the number is smallMany buyers will choose to wait and see.
“Ni Yan said.
Therefore, the products targeted for group purchases are often concentrated in consumer goods such as catering and beauty that require word-of-mouth, rather than individual consumer goods such as clothing that “hit the shirt”
A “group” word, so that the shopping of Dolele became Zhonglele.
“From the perspective of communication psychology, this is a word-of-mouth marketing method. Whether or not the comments left by group buyers on the Internet are true, the benefits of this interpersonal communication are much more intimate than general advertising.
Ni Yan said that buyers have temporarily formed a community. This community can appear in various forms such as QQ groups or product comment boards, and even discussions between people you know offline. The results of these discussions often promote buyers.Purchases.
“If we want to buy a product, there is even discussion and verification, but we will more agree with those who respond positively and affirmatively to our ideas, because of the decision-making and the support of the crowd.
“Group buying brings self-consolation with” the right to speak “Lu Yue, senior counselor of Peking University Yanyuan Bosi Psychological Counseling Center, opposes the easy use of the word” group buying addiction “.Conflict is called hobby.
If you do n’t accept this group purchase, each group purchase will cause a lot of self-criticism errors and concerns. If you persist, I can congratulate you and finally become addicted.
Many obsessive-compulsive disorder is pseudo-obsessive-compulsive disorder, which is forced by social standards.
Lu Yue said that consumption is often a ritual and a symbolic meaning to the public.
“There is a sense of belonging to a team when someone is pursuing a group purchase, and a sense of accomplishment brought by someone who is looking for cheapness. This is a very cool feeling, which is no different from any other pleasure we pursue.
“This ritual feeling of consumption brings self-consolation.” When we encounter unsatisfaction in life, we can unite to challenge a certain institution or department that symbolizes strength, and we have the right to speak.
Lu Yue regarded the rise of group buying as a challenge to the privileges of civilians, and at least got an opportunity to talk with authorities on an equal footing.
Lu Yue Comments ● Group buying can provide people with a sense of belonging, a sense of value, a sense of connection, and a sense of substitution for material ritualization. This may only be temporarily generated by individuals but needed.
● Group buying may soon cease to be popular, but the needs behind it will always exist and will always seek expression, but it may choose some new “hosts” to achieve a sense of connection with the public and negotiate with authorities on an equal footingOpportunities and feelings.
■ Conversation during working hours Shopping brings joy Q: According to the British report, every Wednesday is the peak period for employees to go to the website for shopping during working hours, and the number of online purchases every Saturday night is at its lowest point.
Is it possible to regard “online shopping” as a way to temporarily relieve yourself from tedious work?
Lu Yue: We will always find various reasons to resist the normal level. Shopping at work will bring a very slight sense of pleasure and excitement.
Q: But don’t you hoard a bunch of discount coupons with expiration restrictions?
Lu Yue: There is a terrible mentality in society, an “over-standardization” of actively pursuing hobbies.
It seems that what we like, and to what extent we like it, must be piled up. This is excessive.
Is stamp collecting too much?
Why is my hoard of discounted tickets excessive?
It’s like eating sad when you’re sad, it’s a kind of self-compensation and comfort that compensates for the inner emptiness. This is what’s wrong with compensatory behavior?
As long as I’m willing and I don’t stop others, others have no right to make irresponsible remarks.
: The accumulation of goods may be a compensatory behavior that controls life Q: Are people hoarding goods through group purchases out of desire to control materials?
Lu Yue: No, people have no interest in matter, and people are researchers of the things behind it.
Q: What is it?
Lu Yue: It is the control of our own life. Some say that we cannot bargain with others in our lives. We have to find such outlets where we can bargain.
There is also a certain degree of agreement with the public, and this agreement is to seek a sense of connection. Looking for “fellowship” is actually looking for self-affirmation. Q: And what connection?
Lu Yue: The so-called “comrades.”
Do not underestimate this affirmation. When this affirmation is multiplied by 1,000 people, it is a very strong affirmation.
This shows us that we are not alone.
Q: How about those who love to eat in the same restaurant?
This kind of “compassionate” does not seem to be able to communicate face to face.
Lu Yue: That’s better than nobody asking.
Many people will be obsessed with group buying, making these weak connections stronger.
For example, when strangers meet, they must seek some kind of connection point, same town, or someone they know together. The two people will feel a sense of connection because of this weak common point.
Also, you often watch an advertisement on TV, letting you enter your name or birthday, and send it to a number, you can know how many people in the world have the same name and same name as you or the same month and the same day.
The live broadcast of this advertisement shows that it is profitable. Why can it make money?
What do these people have to do with you?
But someone would wonder.
“Fellowship” is hierarchical, and “can communicate” requires energy, time and space costs. Not everyone has time, space and energy to develop this “fellowship.”
Shopping is Dolele, and group purchase is Zhonglele. Q: Group discounts as low as one percent off are also important reasons to attract consumers.
Lu Yue: Many people like to bargain. It is not that he has no money, but that he pursues this sense of accomplishment, or directly, pursues this very pleasant pleasure.
Shopping is like a child who has no milk and pacifiers.
Question: What are the similarities and differences between the group buying fanatics and the shopping fanatics themselves?
For example, I am a shopaholic, but I never buy groups.
Lu Yue: The commonality between group buying fanatics and shopaholics is that they use material to compensate for their inner emptiness.
The difference lies in Dolele and Zhonglele. Dolele is that your hobby is purely holding your pacifier. The focus of Zhonglele is to find that everyone is nagging. I feel that I am not the only one.