The Influence Factors Of Purchase Decisions:the Mediating Effect Of Double-Entry Mental Accounting And The Modeating Effect Of Emotions

Purchase decisions is a series of psychological activities that consumers to satisfy some needs, carry out the selection, evaluation, judgment and decision. Different habit formations have different effects on consumers’ purchase decisions."Double-entry" Mental Accounting theory discusses the interaction between the negative utility of payment and the positive utility of consumption. Researches have shown that the tightwads easily experience the pain of paying, the spendthrifts are very easy to forget the pain, the middle have a special preference for savings. However, few studies directly confirmed that "Double-entry" Mental Accounting are the internal psychological mechanism which habit formation affects purchase decisions.In addition, emotions also have important effect on purchase decisions.So this study constructed a moderated mediation model in which "Double-entry" Mental Accounting mediated the relationship between habit formation and purchase decisions, and this mediation effect was moderated by emotions. A total of356college students were enrolled in the study. Materials included emotions evoked video, SY-TW scale, consumer scale, α&γ scale and emotions scale.The results showed:(1) Both in consuming utilitarian goods and hedonic goods, habit formation had a significant positive prediction functions on purchase decisions.(2) When consuming utilitarian goods, a coefficient and consuming utility played full mediating effect between habit formation and purchase decisions, while β coefficient played partial mediating effect.(3) When consuming hedonic goods,"Double-entry" Mental Accounting played partial mediating effect between habit formation and purchase decisions.(4) When consuming utilitarian goods,"Double-entry" Mental Accounting did not moderated this mediation effect.(5) When consuming hedonic goods, a coefficient and consuming utility did not moderated this mediation effect, while β coefficient did.β coefficient moderated the second path of the mediation.These findings highlight that spendthrifts are more easy to buy goods, because of their a coefficient is smaller, β coefficient is higher, and consumer utility is lower, they more feel "the purchase is worthing", while tightwads are opposite.In addition, when being sad, β coefficient has strong effect on purchase decisions, consumer are more easy to buy hedonic goods.