双十一”优惠规则绕晕消费者：价格频繁波动，到手“千人千价

Core Insights - The article discusses the evolving consumer behavior during the "Double Eleven" shopping festival, highlighting a shift towards more rational purchasing decisions and increased scrutiny of pricing practices [1][30] - It emphasizes the prevalence of pricing tactics such as "price hikes followed by discounts," leading to consumer confusion and dissatisfaction [30] Pricing Dynamics - Consumers are increasingly aware of price fluctuations, with many reporting that items in their shopping carts have increased in price before the event [3][21] - The phenomenon of "price hikes followed by discounts" is likened to a roller coaster, where the final price often depends on luck [3][30] - E-commerce platforms have been criticized for inadequate price regulation, allowing merchants to manipulate prices before major sales events [30] Consumer Experience - Many consumers express anxiety over missing out on the best deals, leading to a constant comparison of prices across platforms [1][30] - Complex coupon systems contribute to confusion, with some consumers finding that using multiple coupons can result in higher final prices [16][20] Merchant Strategies - Merchants often adjust prices strategically before sales events, sometimes raising prices to create the illusion of discounts during promotions [13][30] - Small and medium-sized businesses face challenges in competing with larger retailers during these sales, often leading to unsustainable pricing practices [26][30] Recommendations for Platforms - Experts suggest that e-commerce platforms should take more responsibility for pricing transparency and simplify coupon usage to enhance consumer trust [2][30] - There is a call for platforms to implement clearer pricing regulations and to provide consumers with historical price data to aid in their purchasing decisions [30][31]