单次或套餐，你会怎么选丨生活中的经济学

Core Viewpoint - The article discusses the consumer behavior regarding single payments versus subscription packages, highlighting the psychological factors influencing these choices. Group 1: Advantages of Subscription Packages - Subscription packages allow businesses to secure cash flow and reduce refund rates, leading to increased repurchase rates and stable operational expectations [1] - They enable businesses to accumulate user data through repeated consumption, facilitating targeted marketing and enhancing brand loyalty [1] Group 2: Consumer Preferences for Single Payments - A significant portion of consumers, 36.6%, prefer single payments when using shared bicycles, indicating a strong inclination towards flexibility [1] - Consumers may avoid subscription packages due to the fear of "sunk costs" associated with unused credits, which can lead to a negative consumption experience [3] Group 3: Psychological Factors Influencing Choices - The concept of "loss aversion" suggests that consumers experience greater pain from potential losses than pleasure from equivalent gains, making them hesitant to commit to subscription packages [4] - The pressure to utilize subscription services can transform enjoyment into a chore, as consumers may feel compelled to meet usage quotas rather than enjoying the service [4] Group 4: Suitability of Payment Options - Subscription packages are more suitable for consumers with stable consumption patterns, such as daily coffee drinkers or regular gym-goers, while those with variable lifestyles may prefer the flexibility of single payments [5] - The article emphasizes that true savings come from spending money willingly and comfortably, rather than being constrained by subscription commitments [6]