A Study on Consumer Buying Behavior from the Perspective of Behavioral Economics: A Case Study Based on the Purchase of Sneakers

Abstract

In today’s competitive market environment, there are various factors influencing a company’s market share, especially in product categories with abundant options and diverse consumer groups, where consumer purchasing behavior may be more complex. This study aims to explore the multidimensional factors influencing consumer purchasing behavior, particularly focusing on sports shoes as a case study. Initially, the study examines the complexity of consumer purchasing behavior from economic and psychological perspectives, emphasizing the comprehensive interpretation provided by behavioral economics. Subsequently, a literature review reveals the limitations of traditional economic theories in predicting consumer behavior and highlights the importance of behavioral economics as an emerging perspective. We then delve into the process of consumer purchasing behavior, including key steps such as need recognition, information search, evaluation, and purchase decision-making. We analyze the influence of personal, behavioral, psychological, social, and environmental factors on consumer purchasing behavior, with particular emphasis on psychological factors, brand cognition, and cultural backgrounds in purchase decisions. Finally, considering environmental factors, the study underscores the importance of fully considering and leveraging these social factors in marketing strategies to enhance product sales and brand competitiveness.