Elix helps to stimulate consumption
July 24, 2020 04:28 Source: "China Social Sciences", July 24, 2020, No. 1974 Author: Li Yu/Compilation
Comprehensive foreign media reports A latest study display，Consumers in the sharing economy are more likely to start with empathy，I think my behavior is helping independent service providers。
"Marketing Magazine" edited by the US Marketing Association "Rebecca Walker RECZEK and scholar John Coster John Costello's papers "Provider Comparison bet365 Play online games Platform: Marketing Communication in the Sharing Economy"。This research aims to inspect points in the business model (P2P) business model，How consumers look at their purchase behavior。
Researchers showed the experimental participants the advertisement of a fictional carpool service company and a traditional taxi service company，Part of the advertisement focuses on the company itself，The rest of the advertisements are focused on carpooling or taxi driver。The results show，When the advertisement of a carpool company focuses bet365 best casino games on the driver rather than the company itself，Participants are more willing to buy carpooling services; but for taxi companies，Focus on different advertisements did not cause the differences in the purchase willingness of the participants。The reason is when buying carpooling services，Participants are more inclined to think that they are helping the carpool driver; when buying a taxi service，Participants believe that they are just doing transactions。From the perspective of participants，The driver of the carpool company Bet365 lotto review is an independent service provider，The driver of the taxi company is a company employee，Is part of the company。
Researchers said，Enterprise with P2P mode，You can highlight the individual who provides services in marketing and communication activities，Stimulates that consumers will help others through buying behaviors。But this kind of empathy may also have a negative impact。For example，When consumers feel that their purchase behavior is helping the service provider，May reduce their support for certain rules and regulations。（Li Yu/Compilation）
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