| Since the 2008 financial crisis,the domestic economic development rate has decreased year by year,the export quota is declining.At this time,the development of the domestic economy depends on the internal demand.The market environment is becoming more and more complex,changing speed is getting faster and faster,product life cycle is getting shorter and shorter.Enterprises should be how to do to attract consumers and stimulate consumer spending it?In this regard,scholars have conducted a lot of research.In recent years,as an important theory of behavioral economics,mental account theory has been widely used in the field of finance and consumer behavior.Some scholars have pointed out that the mental budget will have a direct impact on the consumer's purchase intention,but the empirical analysis of the link between the mental budget and purchase intention is still relatively few.Consumers in the process of consumption,not only can get psychological cognition,but also to get emotional experience.Emotion is the attitude of objective things.Then how does the mental budget affect the emotion?Based on this,this paper will study the relationship between mental budget,emotion and purchase intention.In addition,each consumer has its own spending habits,some people are more sensitive to money,it is difficult to spend money;Some people spend money like water.Consumer spending sensitivity is different,the impact of psychological budget on the emotional level may be different.Based on this inference,this paper will be mental budget as the independent variable,the consumer purchase intention as the dependent variable,the emotion as the intermediary variable,and the consumer spending sensitivity as the moderating variable to carry on the research.Select the relevant field of the scale of the authority,the use of the network to distribute the questionnaire,a total of 216 valid questionnaires were collected and analyzed by SPSS21.0,the conclusion of this paper:(1)Mental budget can directly affect the purchase intention of consumers,when the actual expenditure is greater than the reference value,the mental budget will have a negative impact on the purchase intention.When the actual expenditure is less than the reference value,the mental budget has a significant positive effect on the purchase intention.(2)The mental budget has a significant impact on the emotion,the mental budget has a significant positive effect on the negative emotions when the actual expenditure is greater than the reference value,and the mental budget has a significant positive impact on the positive emotions when the actual expenditure is less than the reference value.(3)Emotion has a significant impact on purchase intention;positive emotion has positive effect on purchase intention,negative affect purchase intention.(4)Emotion in the mental budget and the middle of the purchase intention will have intermediary role.Between the mental budget and the purchase intention,when the actual expenditure is greater than the reference value,the negative emotion has a partial mediating effect;when the actual expenditure is less than the reference value,the positive emotion has a partial intermediary role,(5)Consumer spending sensitivity has significant positive moderating effect on the relationship between mental budget and negative emotion.Finally,according to the conclusions of this paper summarizes several points of enterprise management recommendations:first,enterprises should actively collect and analyze the relevant information of consumers.Second,the enterprise actively adopts strategies to improve customer mental budget,because when the estimated expenditure does not exceed the mental budget,the customer purchase intention is positive,the enterprise can improve the outer packing of products so that improve the budget of the products in the minds of consumers.Third,enterprises pay attention to mobilize the enthusiasm of customers,because the positive emotions can promote the customer's purchase intention. |
PDF Full Text Request