支付方式与消费者购买决策——基于心理账户理论的分析  

Payment Methods and Consumer Purchase Decision: An Analysis of Mental Accounting Perspective

作　　者：王琦[1] 席丹 张晓航[1] WANG Qi XI Dan ZHANG Xiao-hang(School of Economics and Management, Beijing University of Posts and Telecommunications ,Beijing 100876, China Marketing Department, Unicom Information Navigation Co., Ltd , Beijing 100032, China)

机构地区：[1]北京邮电大学经济管理学院,100876 [2]联通信息导航有限公司市场部,北京100032

出　　处：《商业研究》2017年第10期10-15,共6页Commercial Research

基　　金：国家自然科学基金资助面上项目;项目编号:71372194;71371034

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。Integral programs exerted great influence on customer purchase behavior with constant improvement and wide application of customer reward program. According to the income sources of mental accounting,varied attributes of income sources in mental accounting often generated different purchasing intentions and behaviors. This paper took attention as the mediating variable and explored how payment methods involving integral and cash influence customer purchase intentions. Furthermore,it analyzed the internal mechanism of relationship between payment methods and purchase intention and studied moderating effects of commodity property on payment methods. The results demonstrated that purchase intention when consumers used integral to pay was higher than that with cash; attention mediated the interactive effect of payment methods; commodity attribute moderated the effect of payment methods on purchase intention; when commodity attribute was hedonic,payment methods had a significant difference on purchase intention,but when the commodity attribute was utilitarian,there was no significant difference.

关 键 词：心理账户 支付方式 积分 注意力 

分 类 号：F713.55[经济管理—市场营销]