支付方式对冲动消费的影响:思维方式为中介

Influence of Payment Method on Impulse Consumption:The Mediating Effect of Thinking Mode

基于决策双系统理论,以59名18~22岁大学生群体为被试,采用理性与经验SSTS量表、简短情绪反应量表以及自制的支付方式体验性量表,通过实验方法考察不同的支付方式是否会通过思维方式的中介作用影响消费者的冲动消费。结果表明:1、不同支付方式的消费总额存在显著差异,使用移动支付的被试花费的金额显著大于使用现金支付的被试;2、不同支付方式会产生不同的思维方式,使用移动支付的被试更倾向于采用启发式思维,而使用现金支付的被试更倾向于采用分析式思维。因此,思维方式在支付方式对于消费者冲动消费的影响中起到部分中介作用。

This study is based on the theory of decision-making dual system.59 students at the age of 18 to 22 are tested.By using the rational and empirical scale,brief emotional response questionnaire and self-made payment method experience scale,it investigates whether different payment methods affect consumers impulse consumption through the mediating effect of thinking mode.The results of the study show that:1、there are significant differences in the total consumption of different payment methods:the amount spent by the subjects using mobile payment is significantly greater than that of the subjects using cash payment.2、different payment methods generate different thinking patterns:subjects using mobile payment are more inclined to adopt heuristic thinking,while those using cash payment are more inclined to adopt analytical thinking.Therefore,thinking mode plays partial mediating effect in the influence of payment mode on consumers impulse consumption.