It can be seen that the delivery fee + tariff has almost caught up with the price of the product. So how are amazon china prime members marketed? Haitao has unlimited free postage throughout the year, which obviously gives the habitat people an irresistible reason to refuse. We can explain it in terms of the sociocognitive certainty effect—people generally need certainty in their lives, even at a high cost. Firmly reject uncertainty, no matter how high the probability is. The year-round unlimited free shipping for amazon china prime members gives members a very clear psychological hint - as long as you buy, Amazon will give you 100% free shipping.
Let's take a look at's plus members. For different levels, the membership fee is 109-149 yuan. First of all, gave users 7 reasons to pay at once, but it seems that there is no one that users can't refuse. Let's try to analyze: the first reason : 10 times jingdong special email list beans, sorry, what is jingdong beans? As an old user who has been shopping on jingdong for nearly 10 years, i only know that i find what i want, place an order and pay, and wait for the goods to arrive, but i have never paid attention to what jingdong beans are. In order to avoid the blind spot of isolated cases, i consulted a few friends around me, but most of them do not know "what is jingdong bean".
In the end, i carefully checked and understood the concept of jingdongdou, a virtual currency, but the cost was: to mobilize my cognitive system to learn a new concept and its complex generation and consumption algorithms. The second reason : 100 yuan/month full-category coupons, click in and take a look, the combination coupons can only be used with a maximum consumption of 50 yuan for 1200 yuan, and the minimum 5 yuan coupons can only be used with a consumption of 105 yuan. Obviously, gave 7 vague and uncertain reasons, obviously not as happy as amazon's words, and not convincing enough.