支付方式和心理账户对消费者购买意愿的影响

The Influence of Payment Methods and Mental Accounts on Consumers'Purchase Intention

目的通过真实消费实验探究支付方式和心理账户是否对消费者消费意愿产生影响。方法62名大学生参与支付方式×心理账户的2×2被试间真实消费实验;首先完成收入易得性低或收入易得性高实验任务,并获取相应实验报酬(现金或支付宝支付),然后再将报酬消费出去,最后进行消费意愿自评。结果支付方式和心理账户均对消费意愿有显著影响,但交互作用不显著。结论消费者在使用小额现金时或其收入来源易得时会表现出更高的支付意愿。

Objective To explore whether payment methods and mental accounts have an impact on consumers'consumption intention through real consumption experiments.Methods 62 college students participated in the real consumption experiment which was between-subjects experiment,whose independent variables were mental accounts and payment methods;Firstly,subjects completed an experimental task with low or high income accessibility,and obtained the remuneration(paid in cash or Alipay).Then the remuneration would be consumed,and finally the consumption intention was self-evaluated.Results Both of payment methods and mental accounts have a significant impact on consumption intention,but the interaction is not significant.Conclusion Consumers show a higher willingness to pay when using petty cash or when their sources of income are easily accessible.