Irrational Online Shopping Behavior is defined as â??a series of irrational decision-\nmaking behavior made by consumers due to the influence of various\nfactors in the virtual web environmentâ?. This paper aims to discuss irrational\nonline shopping behavior of an excessive consumption, impulsive consumption\nand bundled consumption under the influence of mental accounting,\nand further discusses the internal mechanism of irrational online shopping\nbehavior from the perspective of mental accounting theory: that is, consumers\nutilize a unique mental account when shopping online and how they\nmentally code, book, and value this account before, during, and after purchase.\nFinally this paper seeks to serve as a practical inspiration towards consumers\nand businesses.
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