The Influence Of Payment Forms And Consumption Motivations To Consumptionamount

Studies have shown that, payment forms have significant effect on the consumptionamount. Compared to using a credit card or a voucher, consumers using cash spend less.That is because the pain of cash payment is deeper. It is the pain restricts consumptionbehaviors and reduces the possibilities of excessive consumption. However, pain avoidanceis a kind of consumption motivation instead of the explanation of consumption results.According to this reason, The study employed the experimental method to manipulatepayment forms and consumption motivations. The participants were university students ofSuzhou.Study one is the single-factor between groups design. Experimental materials set theconsumption situation which makes consumers under the motivation of pain avoidance.The independent variable is payment forms (cash or bank card payment). The dependentvariable is consumption amount. The results show that even pain avoidance is manipulatedas the motivation, payment forms still have significant effect on the consumption amount.Consumers using bank card payment spend more than those using cash payment.However, pain avoidance is not the only consumption motivation. Happiness coexistswith pain. Consumers will avoid pain and will pursuing happiness either. Study twodesigned in the same way of study one. The consumption situation is changed, whichmakes consumers under the motivation of pursuing happiness. The results show that, in thesituation of pursuing happiness, payment forms have significant effect on the consumptionamount. Consumers using cash payment spend less than those using bank card payment.But compared the date analysis in study one, when consumers use the same payment form,they spend more under the pursuing happiness situation than pain avoidance situation.We mix the dates of study one and study two. The results show that both of paymentforms and consumption motivations have significant effect on the consumption amount.But no interactive effect of payment forms and consumption motivations is found.Consumers using cash payment spend less than those using bank card payment. They also spend more under the pursuing happiness situation than pain avoidance situation. However,in our daily life, there are two consumption modes: reality consumption and virtualconsumption. Study one and study two just like the reality consumption mode. So we add acomplementary experiment in study three. Consumption situation is highlighted indifferent operation ways. Participants are required to complete the experiment in thecomputer. Then we will explore the Influence of payment forms and consumptionmotivations to consumption amount. The results show that, in the virtual consumptionsituation, the consumption amount is significantly higher than the consumption amount inthe reality situation. the consumption amount paid with cash is significantly lower than theconsumption amount paid with a bank card. But the influence of consumption motivationsto consumption amount disappears.