Research On Mobile Internet Consumption Behavior Based On Mental Accounting

With the development of mobile Internet,consumers have entered a new era of Internet.The wonderful application of mobile Internet provides consumers with a variety of consumption choices.Throughout the research,scholars have focused on the characteristics of mobile Internet consumption behavior or corporate strategy.There are few studies based on the mental accounts of consumers.Mental accounts is a kind of psychological activity in the individual,family or organization,focus on economic activity,coding and evaluation.Mental accounts denied "rational man" assumption,and extends the study of "bounded rationality" model.The study of mental accounting will help improve our understanding of mental accounts and enhance the scientific nature of decision-making.Based on the theory of mental accounting,this paper analyzes the influence of mental accounting on mobile Internet consumption.By looking through the essays,and by means of pre-investigation,the consumption behavior of mobile Internet users will also be affected by the mental accounting.On this basis,based on the Howard-Sheth model,this paper puts forward the hypothesis and establishes the model of mobile Internet consumption behavior from the perspective of mental accounting,and obtains the real data through the questionnaire survey.Using SPSS for data processing,the mediating effect of mental accounting in the mobile Internet consumption behavior is verified.By using of AMOS,questionnaire data just fitting the proposed model is proofed.Finally,through this research,according to the experimental results and conclusions obtained,the corresponding suggestions and countermeasures are put forward for Internet application providers,consumers and telecom operators.Internet application providers can improve consumers'consumption possibilities by ensuring the quality of goods or services and targeting consumers' mental accounts.Consumers should understand their own mental accounts,set up correct consumption values,and do rational consumption.As the builders and service providers of mobile Internet,telecom operators can not only need to provide a good network,but also find their own transformation opportunities in the wave of mobile Internet development.This paper is the first to explore the consumption behavior of mobile Internet from the perspective of mental accounting,and put forward the corresponding consumption behavior model.This paper can be a reference for future research.