A New Angle to Ease Consumers Pain of Large Consumption - Based on a Comparative Case Study of NIO

Abstract

Compared to the former essays, this essay proposes a new perspective on the existing theory of the pain of paying, which refers to the unpleasant emotional experience generated during the payment process that may affect consumer purchasing behavior since the economic and cultural trends have changed in recent years. The paper uses a comparative case study method with NIO, an innovative electric vehicle company in China, as the main case and traditional fuel vehicle companies (BMW Brilliance) as the auxiliary case, accompanied by field investigations, interviews, and secondary data analysis. Analyzing the existing literature review, market marketing problems of traditional fuel vehicle brands, market marketing innovation of NIO, and comparison between the two, the study aims to provide future trends and enlightenment at the end of the article, which is that extending service duration, improving service quality, and building a sense of community belonging do help NIOs customers reduce the pain of paying and can be the new future perspectives.