Core Insights - The article discusses the phenomenon of impulse buying in online shopping, particularly through the "one-click buy" feature, which enhances consumer spending behavior by leveraging psychological factors [1][2]. Group 1: Impulse Buying Behavior - Impulse buying is defined as unplanned, spontaneous purchasing behavior influenced by emotional and environmental stimuli during the checkout process [1]. - The "dual-system theory" explains that consumers often operate in a fast, emotional mindset when completing purchases, leading to decisions driven by intuition rather than rational thought [1]. Group 2: Psychological Mechanisms - Consumers establish a mental consumption account when shopping, which is activated at checkout, increasing their acceptance of additional purchases [2]. - The "one-click buy" feature effectively utilizes psychological accounts and shopping inertia, making extra spending appear more reasonable and desirable [2]. Group 3: Marketing Strategies - Retailers often recommend products that consumers have previously searched for or frequently need, reducing search and decision-making costs [2]. - The use of original and discounted prices, along with limited-time offers, creates a perception of low price risk, encouraging impulse purchases [2]. Group 4: Consumer Experience - The utility derived from "one-click buy" items comes not only from the products themselves but also from the perceived value of getting a good deal [2]. - The article suggests that occasional impulse purchases can enhance life satisfaction and provide small surprises, reflecting the complexity of consumer behavior [2].