其一，不为"不确定性"提前买单。 （来源：经济日报） 转自：经济日报 生活中经常遇到这样的场景：骑行结束关闭共享单车车锁时，关锁页面提示选择"仅支付本次行 程"或"周套餐月套餐"；在咖啡店点单时，会面对"单次购买"还是"次卡套餐"的选择。在这种情况下， 买还是不买，成为一个选择。 套餐的设计逻辑为多次使用摊薄成本，是商家用未来消费承诺换取当下确定性收入，同时向消费者让渡 部分利润。 对商家来说，售卖套餐卡有不少优势，比如，帮助商家回笼资金锁定现金流；相较单次购买，套餐能显 著降低退款率，提升复购率，稳定经营预期。另外，还能通过绑定用户多次消费，长期积累用户数据， 实现精准营销，增强品牌黏性。 对消费者而言，只要消费频次达标，套餐就比单次支付划算。比如，健身单次体验80元，月卡1200元， 每月锻炼超过15次就能回本，锻炼得越多省得越多；再如咖啡单次18元，10次卡150元，喝满9杯就比单 次买划算。 生活中偏爱单次付款、拒绝各类套餐绑定的人比比皆是。曾有数据显示，共享单车用户结算骑行费用， 36.6％的消费者表示会选择单次支付。 这样选择，原因有三。 单次小额支出不会有太强的痛感；而办套餐是一次性支付，后续每 ...

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].