拼多多现金大转盘：期望理论与用户助力目标设定的心理学探讨

Pinduoduo Cash Wheel: A Psychological Discussion on Expectancy Theory and User Assistance Goal Setting

摘要: 本文旨在探讨拼多多现金大转盘活动如何通过期望理论和用户助力目标设定的心理学机制，成功吸引并激励用户参与其营销活动。拼多多现金大转盘作为平台典型的病毒式营销手段，通过巧妙设计的目标设定、进度反馈和社交激励，不仅提升了用户参与度，还显著增强了用户粘性。本文借助弗鲁姆的期望理论深入分析拼多多现金大转盘活动中用户如何根据奖励的吸引力和实现目标的难易程度来设定助力目标，并进一步探讨这些目标如何影响用户的参与度和努力程度。旨在揭示这一活动背后人们的心理机制，并为其他电商平台营销策略的启示和借鉴意义。

Abstract: The purpose of this paper is to explore how Pinduoduo Cash Wheel campaign successfully attracts and motivates users to participate in its marketing activities through expectancy theory and the psychological mechanism of user assistance goal setting. As a typical viral marketing method of the platform, Pinduoduo Cash Wheel not only improves user engagement, but also significantly enhances user stickiness through cleverly designed goal setting, progress feedback and social incentives. With the help of Froome’s expectancy theory, this paper deeply analyzes how users set help goals based on the attractiveness of the rewards and the difficulty of achieving the goals in the Pinduoduo Cash Wheel activity, and further explores how these goals affect the user’s engagement and effort. It aims to reveal the psychological mechanism of people behind this activity, and provide inspiration and reference for the marketing strategies of other e-commerce platforms.