Worldwide, online retail has been on the rise. In 2019 alone, shoppers spent nearly 3.8 trillion dollars online. And to keep those figures climbing, some companies are pulling out all of the stops to hold your attention and to keep you spending. To help you regain control of your shopping environment, I'll identify three of their tactics and share three tips to counteract them.
Di seluruh dunia, pembelian atas talian sedang meningkat. Tahun 2019 sahaja, pengguna membelanjakan hampir 3.8 trilion dolar dalam talian. Bagi menaikkan lagi angka itu, beberapa syarikat lakukan banyak perkara untuk tarik minat dan buat anda terus berbelanja. Bagi membantu anda kawal semula persekitaran beli belah, saya kenal pasti tiga taktik mereka dan kongsi tiga petua menanganinya.
[Your Money and Your Mind with Wendy De La Rosa]
[Wang dan Minda Anda bersama Wendy De La Rosa]
One online gimmick that sites use is gamification, and this is where websites use game design elements to get you to spend more time and more money on their sites. Now, some sites have a virtual wheel for you to spin to get a chance at that day's discounts. Others, they let you accrue loyalty points based on how you interact with the site. And that kind of gamification, in my mind, is really dangerous.
Satu gimik dalam talian yang digunakan ialah permainan, di sini laman sesawang guna elemen rekaan permainan untuk buat anda habiskan lebih masa dan wang di laman mereka. Ada beberapa laman mempunyai roda putar untuk dipusing agar dapat peluang diskaun hari itu. Laman lain, anda boleh kumpul mata kesetiaan berdasarkan interaksi anda dengan laman itu. Bagi saya, permainan sebegini sangat bahaya.
In one classic experiment, lab rats were more captivated by the random chance of pushing a lever and receiving a food pellet than by the certainty of a fixed food schedule. And we as humans are just the same.
Dalam satu eksperimen klasik, tikus makmal lebih tertarik dengan peluang menolak tuas dan dapat pelet makanan daripada pembahagian makanan ikut jadual. Kita sebagai manusia pun sama.
We're enticed by the chance to win. Just like at a slot machine in Vegas, you increase your dopamine levels every time you try your luck. So my tip here is to avoid temptation altogether by unsubscribing from online shopping emails. You can't buy what you can't see, and these emails are constant reminders that are intended to lure us back to the site with its gamifications and its gimmick, when you'd otherwise not be thinking about them.
Kita tertarik dengan peluang untuk menang. Seperti slot mesin di Vegas, anda tingkatkan tahap dopamin setiap kali anda mencuba. Tip saya adalah untuk elak terus dengan henti langgan email membeli belah. Anda tak boleh beli, barang yang tak nampak, dan email ini adalah peringatan berterusan yang mahu tarik kita kembali kepada laman itu dengan permainan dan gimik ini, apabila kita selalunya tak fikirkan tentangnya.
A second tactic online retailers use is scarcity. Many sites now tell you how many other customers are also viewing the same item, making it seem like that item is very popular, and it's likely to go quickly. Similarly, websites will use a timer for your basket, pushing and pushing the message that these potential items won't be available for long. Research shows that the perceptions of a product's scarcity can increase its value in the eye of the shopper and increase a shopper's willingness to buy. Scarcity can also make people feel more competitive and selfish as well.
Taktik dalam talian kedua ialah kekurangan. Kebanyakan laman beritahu jumlah pelanggan yang juga lihat barang yang sama, tampak seperti barang itu sangat popular, dan mungkin laris dijual. Begitu juga, laman sesawang akan guna pemasa untuk bakul anda, kerap hantar mesej bahawa barang itu mungkin akan kehabisan. Kajian tunjukkan tanggapan produk yang sukar didapati boleh tingkatkan nilainya dalam pandangan pembeli dan tingkatkan kesudian pembeli untuk membeli. Kekurangan juga boleh juga buat orang lebih bersaing dan pentingkan diri juga.
So here's my tip to help you combat scarcity: when scarcity is tempting you, back away from the website, back away from the car and sleep on it. That can help you decide whether or not you really need whatever it is that you were planning on buying. Leave the site for at least an entire day and see if you're still itching for the item. This approach works best if you use an incognito browser so you won't be haunted by the ads for the product everywhere you go.
Ini petua untuk bantu tangani kekurangan barangan: apabila kekurangan barang menggoda anda, undur diri dari laman web, undur diri dari bakul beli-belah dan fikirkan semalaman. Tindakan itu membantu tentukan sama ada perlu atau tidak apa sahaja yang awak rancang untuk beli. Tinggalkan laman itu sepanjang hari dan lihat jika anda masih teringin membeli. Langkah ini paling berkesan jika anda guna laman samaran supaya anda tak dihantui oleh iklan produk itu ke mana sahaja anda pergi.
The third tactic that companies use is to allow you to pay in installments. A number of e-commerce sites have adopted payment schemes that will let you order an item and pay for it later. Now, installment plans are useful if you're replacing a large, expensive item, like a broken refrigerator. But I think these installment plans veer towards predatory when you're purchasing less urgent, less important items. Looking at small monthly payments psychologically decreases the cost of those new sneakers or new pair of jeans. And that mental trickery means that you're more likely to buy additional items. And while it may feel different from a credit card, you still owe these companies money. So at the end of the day, you're still taking on debt and potentially adding late fees and interest, and you may find yourself owing a lot more than the original sticker value for those jeans.
Taktik ketiga yang syarikat gunakan ialah membenarkan anda bayar ansuran. Beberapa laman e-dagang telah guna pakai skim pembayaran yang benarkan anda memesan barang dan bayar kemudian. Pelan ansuran membantu jika anda menggantikan barang yang besar dan mahal, seperti peti sejuk rosak. Namun pelan ansuran ini cenderung jadi pemangsa apabila anda beli barang yang kurang mendesak, kurang penting. Melihat kepada pembayaran bulanan yang rendah secara psikologi menurunkan kos kasut baru atau seluar jean baru. Serta tipu muslihat fikiran bermaksud anda makin cenderung beli barang tambahan. Mungkin ia nampak berbeza daripada kad kredit, anda masih berhutang dengan mereka. Di penghujungnya anda masih berhutang dan mungkin ditambah yuran lewat dan kadar faedah, dan anda mungkin dapati anda berhutang lebih banyak daripada harga asal seluar jean tersebut.
So here's my third and final tip: above all else, do not use these payment installment plans. If you want an actual discount, there are browser plug-ins you can use that will help you find the best deals.
Tip ketiga dan terakhir: jangan gunakan pelan bayaran ansuran. Jika mahu diskaun sebenar, ada perisian sokongan yang boleh digunakan membolehkan anda cari tawaran terbaik.
Online retail has made shopping incredibly convenient, but not every day needs to feel as overwhelming as Black Friday. By putting these tips into practice, you can tune out some of the tricks and the gimmicks, and once again, regain control of your shopping environment.
Pembelian atas talian jadikan beli belah sangat mudah namun bukan setiap hari perlu rasa keterlaluan seperti Black Friday. Dengan amalkan petua-petua ini, anda boleh ketepikan beberapa muslihat dan gimik dan sekali lagi, mengawal semula persekitaran beli belah anda.