How Does Conformity Psychology Affect Online Consumption Behaviors in China?

A Case Study of Singles’ Day Shopping Festival

DOI

10.2991/assehr.k.220105.051How to use a DOI?

Keywords

Conformity Psychology; Consumer Behaviors; Online; Consumption

Abstract

Nowadays, as the development of science and technology and the popularization of the Internet, more and more people buy commodities online on Singles’ Day. There must be some reasons that why consumers pay so much attention to Singles’ Day and it has such large sales. Therefore, this article aims to introduce the current phenomenon of the Singles Day then introduces three ways that Alibaba uses for Singles’ Day which is celebrity endorsements, product comments and hungry marketing. And it focuses on the comparison of these three ways by using the theories and data in order to show the conformity psychology is a major factor influencing people to buy goods. However, there is research gap between the previous and current studies and no directly comparison between different marketing strategies. Thus, the combination of figures and theories will be used to infer the final conclusion. In addition, the suggestions would be given on both sides: the sellers and consumers. The conclusion shows the conformity psychology accounts for a proportion of determining and dominant whether people would like to buy goods.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Zixuan Zhang
PY  - 2022
DA  - 2022/01/17
TI  - How Does Conformity Psychology Affect Online Consumption Behaviors in China?
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 266
EP  - 274
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.051
DO  - 10.2991/assehr.k.220105.051
ID  - Zhang2022
ER  -