支付方式与消费者购买决策——基于心理账户理论的分析
发布时间：2018-11-21 19:40
【摘要】：随着客户回报计划的不断完善以及应用的日益广泛,积分计划对消费者购买行为产生了重要影响。基于心理账户收入来源理论,不同属性收入来源通常导致消费者的购买意愿存在差异。本文以注意力为中介变量,探索积分和现金两种支付方式对消费者购买意愿的影响,分析支付方式差异对购买意愿影响的内在机制,并探究商品属性在支付方式对购买意愿影响中的调节作用。结果表明:消费者使用积分方式支付时的购买意愿高于现金方式支付时的购买意愿;注意力在支付方式与购买意愿之间起着中介作用;商品属性在支付方式对购买意愿的影响中起调节作用:只有商品属性为享乐品时,消费者使用不同支付方式对购买意愿影响差异显著,商品为实用品时不存在显著差异。
[Abstract]:With the continuous improvement and application of customer return plan, credit plan has an important impact on consumer purchase behavior. Based on the theory of income source of psychological account, different attribute income sources usually lead to the difference of consumers' purchase intention. Taking attention as the intermediary variable, this paper explores the effect of the two payment modes of points and cash on the consumers' willingness to buy, and analyzes the internal mechanism of the influence of the difference of payment methods on the willingness to purchase. And explores the commodity attribute in the payment way to purchase the intention influence in the adjustment function. The results show that consumers' willingness to purchase is higher than that of cash payment, and attention plays an intermediary role between payment and purchase intention. Commodity attribute plays a regulating role in the influence of payment mode on purchase intention: only when the commodity attribute is hedonic goods, the consumer uses different payment methods to influence the purchase intention significantly, but there is no significant difference when the commodity is practical.
【作者单位】： 北京邮电大学经济管理学院;联通信息导航有限公司市场部;
【基金】：国家自然科学基金资助面上项目,项目编号:71372194,71371034
【分类号】：B849;F713.55
本文编号：2348077
[Abstract]:With the continuous improvement and application of customer return plan, credit plan has an important impact on consumer purchase behavior. Based on the theory of income source of psychological account, different attribute income sources usually lead to the difference of consumers' purchase intention. Taking attention as the intermediary variable, this paper explores the effect of the two payment modes of points and cash on the consumers' willingness to buy, and analyzes the internal mechanism of the influence of the difference of payment methods on the willingness to purchase. And explores the commodity attribute in the payment way to purchase the intention influence in the adjustment function. The results show that consumers' willingness to purchase is higher than that of cash payment, and attention plays an intermediary role between payment and purchase intention. Commodity attribute plays a regulating role in the influence of payment mode on purchase intention: only when the commodity attribute is hedonic goods, the consumer uses different payment methods to influence the purchase intention significantly, but there is no significant difference when the commodity is practical.
【作者单位】： 北京邮电大学经济管理学院;联通信息导航有限公司市场部;
【基金】：国家自然科学基金资助面上项目,项目编号:71372194,71371034
【分类号】：B849;F713.55
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