The Research On The Internal Mental Mechanism Of Credit Card Payment Impacting On Impulsive Buying

This research discussed the internal mental mechanism of credit card payment impacting on impulsive buying. Especially, based on literature studying, interviews, and group discussion on brains storm, we collected scale items, which formed the initial scale. We revised the scale through Pretest and item analysis, and finally got the formal scale. After giving out questionnaires, we got a three-factor structure of the perception of credit card payment by EFA and we tested the structure by CFA. We also discussed the mediate effect and moderating effect of emotional experience when you pay by credit card on perception bias and impulsive buying, as also as the moderating effect of self-control. At last, the influence of demographics was tested on the five factors. The results are as follows:1. The perception of payment by credit card in China is made up of three factors:social perception, number perception, instrumental perception. The reliability and validity of the scale were high enough.2. Social perception and number perception, which we named perception bias of credit card payment, have a positive influence on impulsive buying.3. The emotional experience of credit card payment has mediate effect on perception bias of credit card payment and impulsive buying. Specially, the emotional experience of credit card payment has full mediate effect on social perception and impulsive buying, while has partial mediate effect on number perception and impulsive buying.4. The emotional experience of credit card payment has moderated effect on perception bias and impulsive buying.5. Self-control has moderated effect on perception bias and impulsive buying, also on emotional experience and impulsive buying.6. There are significant differences on the five factors of perception and emotional experience among gender, age, majors, education and the frequencies of using credit card, but there is no significant difference among the places where you come from and how much you cost every month.