National online shopping days like China’s Double 11 (also know as Single’s Day) ignite the enthusiasm of millions of online shoppers, but many are left perplexed by the rules that can come with coupon applications. Dengfeng Yan, Visiting Associate Professor of Marketing at NYU Shanghai, explains why many marketers devise promotions in a very complicated way and how such computational complexity influences the buying behaviors of online shoppers.
为什么电商优惠越来越“烧脑”？
“双十一”等各式各样的电商购物节，让剁手党乐此不疲。而一些复杂难懂的促销规则，却让很多人大呼搞不懂。上海纽约大学市场营销学访问副教授严登峰，解读了电商优惠越来越复杂“烧脑”背后的原因，以及可能对消费者的影响。