CAJ | 학술논문

目前国内电子商务市场竞争非常激烈，各大网上商城纷纷采用各种促销策略来吸引顾客。网页上琳琅满目的促销活动，如：“五折狂欢价”“现金红包”“满减券”等让消费者不断标榜着自己享受到的种种优惠，同时也让他们落入一个个设计巧妙的非理性消费陷阱。以降价促销所引发的非理性网购消费为核心展开调查。
목전국내전자상무시장경쟁비상격렬，각대망상상성분분채용각충촉소책략래흡인고객。망혈상림랑만목적촉소활동，여：“오절광환개”“현금홍포”“만감권”등양소비자불단표방착자기향수도적충충우혜，동시야양타문락입일개개설계교묘적비이성소비함정。이강개촉소소인발적비이성망구소비위핵심전개조사。
Chinese E-commerce market is extremely competitive , there are a variety of promotional strategies used Sales pro-motions on the webs , such as "50%off Carnival price","voucher ","full cut coupons", which not only make consumers to feel like that they obtained a lot of benefits through purchasing , but also make consumers fall into the well designed irrational purchasing traps.This paper will investigate irrational consumption by markdowns on online shopping .