高职大学生心理账户及其非理性消费行为的调查分析

On the Mental Accounting of Higher Vocational College Students and Their Irrational Consumption Behaviors

基于行为经济学视角,通过对心理账户与非理性决策行为主题文献进行梳理,结合高职大学生实际,设计了3×6双因素情景实验来验证高职大学生心理账户的存在性。研究认为,应基于心理账户理论,从高校、家庭和大学生自身三个维度防范高职大学生非理性消费行为。

Based on the perspective of behavioral economics,through combing the literature on mental accounting and irrational decision-making behaviors,combined with the actual situation of vocational college students,a 3×6 two-factor scenario experiment was designed to verify the existence of vocational college students mental accounts.Studies shows that the irrational consumption behaviors of higher vocational college students should be prevented from the three dimensions of colleges,families and college students themselves.