Price Game in Online Shopping: Analysis of Consumer Behavior in the Double Eleven Promotions

Yimeng Yuan

2025

Abstract

This study examines the pricing dynamics and consumer behavior during China’s “Double Eleven” shopping festival, focusing on the Taobao platform. As the world’s largest online shopping event, Double Eleven serves as a prime example of the intense price competition and strategic interactions between sellers, buyers, and the platform. The research highlights the festival’s economic significance, surpassing major Western shopping events. Combining price tracking and consumer data, this study uncovers systemic tensions between platform-driven growth and market fairness. Through a case study of Taobao’s 2023 promotions, the paper reveals critical issues such as deceptive pricing practices, market distortion favoring large brands, and algorithmic control that erodes consumer trust and SME profitability. The analysis identifies underlying problems, including information asymmetry, short-termism in pricing strategies, and regulatory gaps in algorithmic governance. These issues collectively undermine market fairness and long-term platform credibility. To address these challenges, the study proposes actionable solutions: enhancing pricing transparency through historical price displays and simplified rules, rebalancing competition for SMEs via dedicated traffic allocation, and establishing ethical algorithmic frameworks. The findings underscore the importance of fostering a fair and sustainable e-commerce ecosystem, offering practical insights for platforms, merchants, and policymakers. The study advances the literature on algorithmic transparency in e-commerce while providing policy recommendations for emerging markets.

Paper Citation

in Harvard Style

Yuan Y. (2025). Price Game in Online Shopping: Analysis of Consumer Behavior in the Double Eleven Promotions. In Proceedings of the 2nd International Conference on Innovations in Applied Mathematics, Physics, and Astronomy - Volume 1: IAMPA; ISBN 978-989-758-774-0, SciTePress, pages 311-318. DOI: 10.5220/0013824700004708

in Bibtex Style

@conference{iampa25,
author={Yimeng Yuan},
title={Price Game in Online Shopping: Analysis of Consumer Behavior in the Double Eleven Promotions},
booktitle={Proceedings of the 2nd International Conference on Innovations in Applied Mathematics, Physics, and Astronomy - Volume 1: IAMPA},
year={2025},
pages={311-318},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013824700004708},
isbn={978-989-758-774-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Innovations in Applied Mathematics, Physics, and Astronomy - Volume 1: IAMPA
TI - Price Game in Online Shopping: Analysis of Consumer Behavior in the Double Eleven Promotions
SN - 978-989-758-774-0
AU - Yuan Y.
PY - 2025
SP - 311
EP - 318
DO - 10.5220/0013824700004708
PB - SciTePress