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]

Core Viewpoint - The article discusses the consumer behavior surrounding single payments versus subscription packages, highlighting the psychological factors influencing these choices and the implications for businesses and consumers [1][5]. Group 1: Business Perspective - Subscription packages provide businesses with advantages such as improved cash flow, reduced refund rates, and increased customer retention through binding users to multiple purchases [1]. - By selling subscription packages, businesses can accumulate user data over time, enabling precise marketing strategies and enhancing brand loyalty [1]. - The design logic of subscription packages allows businesses to convert future consumption commitments into immediate revenue, thus stabilizing operational expectations [1]. Group 2: Consumer Behavior - Consumers often prefer single payments due to the avoidance of "uncertainty costs" associated with unused subscription benefits, which can lead to perceived waste [3]. - The concept of "loss aversion" plays a significant role, where consumers feel a greater emotional impact from potential losses (e.g., unused subscription benefits) than from equivalent gains [4]. - The pressure to meet subscription usage quotas can transform the enjoyment of services into a psychological burden, leading consumers to avoid packages in favor of single payments that offer more flexibility [4][5]. Group 3: Consumption Patterns - Subscription packages are more suitable for consumers with stable consumption frequencies and fixed scenarios, such as daily coffee drinkers or regular gym-goers [5]. - For individuals with variable lifestyles, single payments, despite being more expensive, allow for greater control over spending and reduce the risk of waste [5]. - Understanding personal consumption rhythms is essential for consumers to ensure that their spending aligns with their lifestyle, leading to more satisfying financial decisions [5].