Communications in Humanities Research
- The Open Access Proceedings Series for Conferences
Communications in Humanities Research
Vol. 29, 19 April 2024
Open
Access | Article
The Impact of Chinese Consumers' Perception of Scarcity of Goods on Their Consumption Behavior
* Author to whom correspondence should be addressed.
Abstract
Chinese people have been repeatedly isolated in the nearly three years of the epidemic, and after the end of Covid-19 in China, the number of large-scale events such as concerts with a large number of people increased sharply. As a result, people's desire to buy tickets became urgent, which led to the scarcity of tickets. In this study, the authors used two questionnaire surveys to study the behavior of Chinese consumers in the face of the scarcity of concert tickets. The authors found that after tickets were sold, Chinese consumers became more anxious and were more willing to pay tens of times more for tickets than the original price since they feel that tickets were scarcer after selling, and their anxiety levels also vary depending on which social media is used most frequently. Therefore, this research paper could help Chinese merchants better understand the psychology of Chinese consumers to some extent, thus helping them design better sale strategies that can promote consumption.
Keywords
Concerts, Scarcity, Chinese consumers’ behavior, social media
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the International Conference on Global Politics and Socio-Humanities
- ISBN (Print)
- 978-1-83558-365-4
- ISBN (Online)
- 978-1-83558-366-1
- Published Date
- 19 April 2024
- Series
- Communications in Humanities Research
- ISSN (Print)
- 2753-7064
- ISSN (Online)
- 2753-7072
- DOI
- 10.54254/2753-7064/29/20230650
- Copyright
- 19 April 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited