The paper uses behavior life cycle theory to discuss the mental account of consumer behavior in China. First,the paper introduces the basic idea of mental account theory. Second,the paper summaries consumer behavior u...The paper uses behavior life cycle theory to discuss the mental account of consumer behavior in China. First,the paper introduces the basic idea of mental account theory. Second,the paper summaries consumer behavior under behavior life cycle theory framework and analyzes some factors that effect Chinese mental account by econometric models. Third,the paper presents the some conclusions.展开更多
文摘The paper uses behavior life cycle theory to discuss the mental account of consumer behavior in China. First,the paper introduces the basic idea of mental account theory. Second,the paper summaries consumer behavior under behavior life cycle theory framework and analyzes some factors that effect Chinese mental account by econometric models. Third,the paper presents the some conclusions.