Discussion on the Mechanism of Irrational Online Shopping Behavior—Based on the Perspective of Mental Accounting Theory

Abstract

Irrational Online Shopping Behavior is defined as “a series of irrational deci- sion-making behavior made by consumers due to the influence of various factors in the virtual web environment”. This paper aims to discuss irrational online shopping behavior of an excessive consumption, impulsive consump- tion and bundled consumption under the influence of mental accounting, and further discusses the internal mechanism of irrational online shopping behavior from the perspective of mental accounting theory: that is, consum- ers utilize a unique mental account when shopping online and how they mentally code, book, and value this account before, during, and after pur- chase. Finally this paper seeks to serve as a practical inspiration towards con- sumers and businesses.