Virtual Payment Under The Condition Of Consumer Behavior Research

With the development of market economy, the consumers’needs of payment became diverse. The virtual payments through E-bank, the third-party, mobile and virtual currency turned to be an indivisible part of the payment system.This paper elaborated why and how the virtual payment developed, and the medium of exchange of different virtual payment. This paper also described the feature of the goods and the consumption through virtual payment. In the virtual payment environment, the welfare of both manufacture and consumer increase. Because of the medium of exchange under the virtual payment environment is more close to the full competition, and also because of the decrease of intermediate links, the government is in great need to upgrade the management level and promote industrial transformation. Since the development of the virtual payment put effect on money multiplier, the Central Bank should be prudent in making monetary policy and take comprehensive measures to monitor financial risk rating.An empirical investigation was made to analyze the different consumer behavior under virtual payment, both demographic characteristics and attribute preferences. By the help of the LS model, we can see:(1) Whether consumer choose virtual payment or not is often link to their age, gender, preference of trade time and micropayment, and the price of the product.(2) Of those who choose the virtual payment, the income rate, the price, the frequency of purchase, and the expectation of the quality cast a great impact on the total expenses by the virtual payment.(3) The frequency of purchase and the consumer stickiness is affected by age and gender.(4) The proportion of the virtual payment consumption in the total consumption is related to gender. The research shows that young people, woman, Bulky goods buyer, quick-buyer and those who prefer micropayment is more tend to choose the virtual payment. The high income people, high-price-buyer, high-frequency-buyer, and those who have a high expectation tends to pay more in virtual. The young man and woman pay in virtual with higher frequency than the elder and man, whine the elder and woman shows more stickiness. Woman seems to be of higher proportion of the virtual payment consumption in the total consumption.