A New Angle to Ease Consumers’ Pain of Large Consumption  - Based on a Comparative Case Study of NIO

Taiming Leung

doi:10.54254/2754-1169/53/20230798

Research Article

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Published on 1 December 2023

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Leung,T. (2023). A New Angle to Ease Consumers’ Pain of Large Consumption - Based on a Comparative Case Study of NIO. Advances in Economics, Management and Political Sciences,53,67-78.

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A New Angle to Ease Consumers’ Pain of Large Consumption - Based on a Comparative Case Study of NIO

Taiming Leung *^,1,

¹ Lingnan college, Sun Yat-Sen University, Guangzhou, China

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/53/20230798

Abstract

Compared to the former essays, this essay proposes a new perspective on the existing theory of the pain of paying, which refers to the unpleasant emotional experience generated during the payment process that may affect consumer purchasing behavior since the economic and cultural trends have changed in recent years. The paper uses a comparative case study method with NIO, an innovative electric vehicle company in China, as the main case and traditional fuel vehicle companies (BMW Brilliance) as the auxiliary case, accompanied by field investigations, interviews, and secondary data analysis. Analyzing the existing literature review, market marketing problems of traditional fuel vehicle brands, market marketing innovation of NIO, and comparison between the two, the study aims to provide future trends and enlightenment at the end of the article, which is that extending service duration, improving service quality, and building a sense of community belonging do help NIO’s customers reduce the pain of paying and can be the new future perspectives.

Keywords

pain of paying, customer behavior, large payment, electric vehicle, NIO

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Cite this article

Leung,T. (2023). A New Angle to Ease Consumers’ Pain of Large Consumption - Based on a Comparative Case Study of NIO. Advances in Economics, Management and Political Sciences,53,67-78.

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About volume

Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Conference website: https://www.icftba.org/

ISBN：978-1-83558-153-7(Print) / 978-1-83558-154-4(Online)

Conference date: 8 November 2023

Editor：Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.53

ISSN：2754-1169(Print) / 2754-1177(Online)

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