The Eye-Movement Study Of College Students’ Consumption Values,Payment Methods,and Future Expected Income Impact On Consumer Willingness

Consumption behavior is an important aspect of individual social life.Research on factors that affect individual consumption behavior is an important aspect of consumer psychology.In this study,we through the eye-movement technique to study the influence of college students’ consumption values,payment modes and expected income on college students’ individual consumption intention.The college students participated in the eye-movement experiment of self-made materials by examining different college students’ consumption value questionnaire.The results showed:1.Different consumption values of college students had different consumer willing,the face-selfish value of the individual’s had the higher willingness to spend;2.Different payment methods had different effects on college students’ willingness to spend.And the willingness to spend was the highest when used the bank cards;3.The expected level of future income had a significant impact on the individual’s willingness to spend.When the expected future income been higher,the individual’s willingness to spend was higher;4.There was a significant interaction between college students’ consumption values and payment methods;5.There was a significant interaction between the payment method and the expected future income;6.When the payment mode was different,the individual’s consumption decision-making cognitive process was different.When used the cash payment,the individual’s cognitive load was the biggest;7.When the future income was different,the individual’s consumption decision-making cognitive process was different.When the future income was less,the individual’s cognitive load was the biggest.