The Effect Of Money Attitude And Self-Control On Mental Budget:A Comparative Study Of University Student Between China And Indonesia

The rapid development of electronic commerce has changed our consumption behavior pattern.On the one hand,it provides us with a fast and convenient consumption environment,but also has a certain negative impact on our rational consumption.So that many consumers enjoy the joy of shopping,but also to "chop hands." In recent years,the research on behavioral finance has provided a new perspective for us to understand human financial activities such as investment and consumption.Thaler(1985,1990)the founder of behavioral finance,proposed the concept of "mental account" to describes individual who cognitively establish different accounts on their own account,thereby affecting the corresponding consumer feelings and psychology.A concept closely related to "mental accounts" is "mental budget",which refers to the behavior characteristics of individual in the management of expenditure related to mental accounts.In consumer behavior studies,the mental budget is considered to be closely related to consumer self-control processes(Krishnamurthy&Prokopec,2010).This study summarizes the research progress of mental budgeting,and analyzes the influence of money attitude,due conscientiousness and self-control on mental budget from the perspective of two cultures in China and Indonesia through two experiments.And individuals are in the decision-making preferences they face in the context of spending with discounts,time consumption,and desire options.The study one focuses on the impact of the monetary attitude of Chinese and Indonesian college students on the mental budget,the mediator role of conscientiousness,and moderator role of self-control.It was found that the time retention of Indonesian subjects' conscientiousness in money attitude played a mediating role in the impact of mental budgeting.Chinese students'conscientiousness plays a partial role in the mental budget by two dimensions:the time retention and distrust.Self-control has no moderating effect in Indonesian samples.In Chinese sample,the dimension of distrust of money attitude is related to mental budget,self-discipline is used as a moderator variable.The second study analyzed the differences in mental budgets between Chinese and Indonesian college students,and compared choice preferences in the consumer situations in the face of discounts,time consumption,and desire options.It was found that the mental budget of Indonesia and China is at a moderate level,which means they do not belong to flexible or inflexible budgets.In addition,all two countries showed preference for discounts at higher prices and the tendency to rationalize desire options.In Indonesia,food aspirations have almost the same result.It seems that food is not part of the Indonesia students' desire option.In terms of time,Indonesia and China show that they are willing to spend the time if they have spent a lot of money,but they are willing to spend money when they have a chance to spend a lot of time.In previous studies,it was found that the time value of waiting for an expensive ticket was not equal to the time value of waiting for a cheap ticket.Therefore,the individual would not(even imply)the time to optimize the preparation.