TITLE:
Discussion on the Mechanism of Irrational Online Shopping Behavior—Based on the Perspective of Mental Accounting Theory
AUTHORS:
Jianfei Xie
KEYWORDS:
Irrational, Online Shopping Behavior, Mental Accounting, Psychological Mechanism
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.7 No.5,
May
8,
2019
ABSTRACT: Irrational Online Shopping Behavior is defined as “a series of irrational decision-making behavior made by consumers due to the influence of various factors in the virtual web environment”. This paper aims to discuss irrational online shopping behavior of an excessive consumption, impulsive consumption and bundled consumption under the influence of mental accounting, and further discusses the internal mechanism of irrational online shopping behavior from the perspective of mental accounting theory: that is, consumers utilize a unique mental account when shopping online and how they mentally code, book, and value this account before, during, and after purchase. Finally this paper seeks to serve as a practical inspiration towards consumers and businesses.