Enthusiastic Consuming Decision on Black Friday

The promotion during the holiday seasons will attract a large number of customers. The rapid increasing fashion purchase was positively correlated with processing and hoarding behavior and negatively correlated with recycling behavior (Joung, 2014). That will influence the environment to some extent. thus, we will focus on why people have enthusiastic behavior on black Friday and their hidden trigger explanations.

Academic Poster

Biographies

charlie Liu

Charlie Liu

A serious researcher from China，Charlie，trying to figure out why people are willing to buy some products at Black Friday. He was an enthusiastic consumer on Black Friday，thus， he and his group members had passions to analyze this phenomenon.

clara Liang

Clara Liang

This diligent researcher is Clara Liang. Clara herself is a big spender on big sales days like Black Friday. She and her group members find that a lot of people would do the same as Clara does on Black Friday. Therefore, Clara and her group members would start to investigate why people have these enthusiastic shopping behaviors during these sales events

iris Wang

Iris Wang

Here is Iris in a photo wearing a not frequently used dress. It is quite memorable since that dress was paid by herself for some reasons, and it was pretty expensive… She had only worn it twice in the last year. Since there are many dresses in her closet, but she just ignored them to buy a new one. Is this a enthusiastic shopping behaviour or hoarding behaviour?

Ruohan Wang

She is really enthusiastic about shopping during the holiday seasons but she often buys things in the same style. Even so, she still looking forward to the holiday seasons like Black Friday. She wishes to understand why Black Friday has such huge attrition in this research with her group members. Maybe she can control herself in the future.

Objectives

Trying to figure out the most common reason for university students to have enthusiastic consuming behavior on black Friday.
Trying to figure out the hidden explanation of that reason for consumers make irrational purchases. We will show more details of consumer’s attitudes on Black Friday and the results of our study.

Research Question

Why people have enthusiastic behavior on Black Friday and their hidden trigger explanations?

Research Method

Semi-Structured Interview

Major topics:

Attitude towards Black Friday
Using-frequency of the products they bought in the past
Recycling method of their fashion items (Especially clothes)

Research Procedure

Picking frequently occurring words from the interview transcriptions. (price, discounts, cheap, happy, excited, friends)
Accounting each of them and record the data in a table
Assigned these high-frequency words into two categories.
- Price reduction
- Emotional impact
Analyze the content in order to explain the two reasons above

Data Analysis

Price reduction and emotional impact are the two majority types that affect consumers' shopping behavior on Black Friday.

The fellow is also factors that have impact on consuming decision on Black Friday.

Impact from friends
Hoarding behavior: to store staff at a low price.

If you want to know more about this, please come visit our presentation!