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This paper explores “liquid consumption” in online shopping, focusing on experiences over ownership and impulsive buying. It examines how trends like fast purchasing, reliance on reviews, and non-ownership models impact consumer behavior. A survey in Japan revealed that liquid consumption influences online shopping habits, particularly through smartphone use and reviews. The study concludes that further research is needed to analyze these trends, especially in the age of social media.

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Liquid Consumption Behavior in Online Purchasing: Preliminary Discussion of Online Survey Results

  • 会议论文

  • 发表日期：

    2026年

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  • Hiroshi KOGA

摘要

This paper explores “liquid consumption” in online shopping, focusing on experiences over ownership and impulsive buying. It examines how trends like fast purchasing, reliance on reviews, and non-ownership models impact consumer behavior. A survey in Japan revealed that liquid consumption influences online shopping habits, particularly through smartphone use and reviews. The study concludes that further research is needed to analyze these trends, especially in the age of social media.