Consumer Psychology Analysis of Sinking Users Based on E-Commerce Platform –Taking Pinduoduo as an Example

摘要

In the commercial field, market subsidence refers to the process of distribution network spreading and promoting from primary and secondary main channels in big cities to secondary branches in townships. The mobile Internet users in the towns and rural areas in China's third, fourth and fifth tier cities account for 52.9 percent of the total number of mobile Internet users, which is a huge user group that was previously ignored by the mainstream Internet market. As a social e-commerce provider, pinduoduo's operation strategy is to expand its vision or focus on towns and villages at or below the third and fourth line, and quickly occupy the market heights of sinking users. This article will make an in-depth analysis on the psychology of sinking users in pursuit of the ultimate cost performance, the psychology of mutual benefit of group pooling, and the psychology of impulsive consumption with strong desire for shopping, and explore how the e-commerce platform can successfully penetrate the sinking market from the consumption psychology of these sinking users.