Study About The Impact Of The Perspective Of Hedonic Shopping Value To The Prepaid Consumption

Within consuming behavior, consumers of different culturalbackground may have differed value orientation, and then take shape intovarious attitudes and purchase decision. Most present theories andviewpoints on consuming behavior are based on the western culturalbackground, which may have certain limitations under the background ofChinese culture. So we need to actively explore the decision-makingthoughts and behavior patterns specific to Chinese consumers whileapplying western research results to try to study the characteristics ofChinese consumers’ purchase behavior and further explain the generalfeatures and rules of Chinese market, and also provide theoretical supportfor enterprises and government decision-making.Meanwhile, the rapid economic and technological development hascontributed to the generation of new methods of payment, of whichprepaid card is the representative. As prepaid card is more and morewidely used, it becomes worth concerning that how can prepaid card meetthe demand of market development and improve its value and usage rate.Scholars at home and abroad have mainly conducted researches on prepaidcard’s payment technology, risk of consumption and the concept of prepaidcard itself. Up to now, still we have few researches focusing on prepaidcard purchase behavior. Moreover, in the field of consumer behavior, scholars mainly focus on tangible products and paid little attention tointangible services. Since China’s service industry is growing rapidly, therelated theoretical research is in urgent need. Meanwhile, as consumptiondemand is getting more diversified with more concern about thesatisfaction of psychological need, brand can offer consumers trust whileculture helps increase the sense of identity, by considering the regulatingeffect of oriented consciousness by community in building service terminal,one will get double the result.Given the above considerations, the article creatively focused on thebackground of Chinese culture’s oriented consciousness by community toadjust the variables to research the influence of hedonic shopping value onprepaid card purchase behavior in service industries, and introduced theoverall environment of stores, brand awareness and the quality of serviceas the pre-test variables of hedonic shopping value. The final questionnaireis formed through literature review, group interviews and pre-test. Aftergiving out questionnaires and collecting data, the author used StructuralEquation Model (SEM) to analyze and prove that hedonic shopping valuedoes act as a stimulus to consumers’ prepaid card purchase behavior. Basedon these findings, the article provided some marketing suggestions forenterprises in related industries. And concluded with the researchlimitation and further expectation.