Merchants’ Price Control Measures During the Promotion Period and Consumers’ Solutions

Abstract

Shopping festivals like Double Eleven, Double Twelve, 618 have become globally watched business events, which play an important role in economic development. During the promotion period of shopping festivals, the price control measures of merchants have caused many consumption traps for consumers' actual purchase costs. This article mainly focuses on detailed descriptions of the bad behaviors of merchants and the suggestions and measures for consumers to face these bad behaviors. Detailed descriptions include a price increase followed by a decrease, fictitious original prices, complex promotional rules, time-limited flash sales and limited purchases, and bundled sales. Consumers' measures include making shopping plans in advance and collecting information, maintaining rational and cautious consumption, using price comparison tools and protecting the rights reasonably. The result of this study is the description of the merchants' bad behaviors and suggestions for consumers. The purpose of this research is to protect consumers' rights and promote the positive development of the e-commerce industry.