Relationship Between the Use of Cognitive Heuristic and Customers’ Digital Shopping Behavior in China During Online Shopping Festival

Chuxin Yu ()
Additional contact information
Chuxin Yu: University College London

A chapter in Proceedings of the 2022 International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2022), 2022, pp 1060-1068 from Springer

Abstract: Abstract Cognitive heuristics, pioneered by two renowned psychologists Tversky and Kahneman, explains why individuals sometimes make “bad decisions”. Framing bias and anchoring and adjustment describe the situation in which individuals are influenced by both the way a description is worded and the initial valued, the “anchor”, of a product in the process of decision-making. Knowing customers’ tendency to use cognitive heuristic, Chinese e-commerce started to develop various marketing and promotional strategies, such as 618 online shopping festival characterized by huge discounts. Previous studies suggest that customers’ overspending and impulsive shopping arise from the use of cognitive heuristic. The present study distributed two sets of online questionnaires and carried out a correlational analysis. The results suggested a significant but weak positive correlation between customers’ use of cognitive heuristic and their mobile shopping behavior. Accordingly, future research is encouraged to recruit unbiased sample and divide participants into different age groups to explore age-specific preference of online shopping.

Keywords: Behavioral Economics; Cognitive Heuristics; E-Commerce; China; Framing Bias (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-052-7_119

Ordering information: This item can be ordered from
http://www.springer.com/9789464630527

DOI: 10.2991/978-94-6463-052-7_119

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().