Research On The Influence Of Mobile Payment On Consumers' Double-entry Mental Accounting And Consumption Behavior

Payment method plays an essential role on people's daily life.According to previous researches,which have shown that different ways of payment can influence consumer behaviors,due to the difference of payment transparency have various double-entry mental accounting-coupling coefficient.Since the age of reason,the past researches prefer to concentrate in comparing the payment methods of the credit card and cash rather than mobile payment.If we look a bit deeper,mobile payment can be divided into two ways,which the consumer scans the business specified QR code to pay or the consumer can show his unique consumer QR payment code to business,and then the business will collect money from every consumer unique QR code.The purpose of this study is to explore these two payment methods and discuss how these two different payment methods impact double-entry mental accounting as well as consumers' consumption behaviors.The main participants of this study are university students that involve two researches.The first research is divided into experiment 1 and experiment 2.Experiment 1 will explore the influence of different amount payment methods(customer scan business QR code vs business scan customer QR code)on double entry mental accounting coupling coefficient.Using 2(payment methods: customer scan business QR code vs business scan customer QR code)× 2(amount: 30 RMB or2500 RMB)within subjects design.The experiment has a total of 230 persons participated,the main effect of the payment method is significant.The double-entry mental accounting coupling coefficient ?of customers who scanning business QR code is higher than business who scanning customers QR code.The amount shows significant main impact.High amount double-entry mental accounting coupling coefficient for both?and ? are higher than low amount.There is no significant interaction effect between the amount and payment methods.In experiment 1,some subjects shown that the amount of 30 yuan was too high,so experiment 2 was added.The two factors of experiment 1 were still adopted,and setting the amount of 30 yuan to 2 yuan.Totally 116 subjects were recruited to participate in the experiment.Secondly,experiment 2 has the same results of experiment 1,and it is found that when the amount is extremely low,the double-entry mental accounting connection coefficient ? of two payment methods will significantly increase.Research two adopted 2(payment types: customer scan business QR code vs business scan customer QR code)×2(food types: healthy food vs unhealthy or junk food)within-subjects design,exploring how different payment methods to influence customer purchasing behaviors of different types of food,including healthy food and unhealthy food.The research also verifies the intermediary role of double-entry mental accounting coupling coefficient ? on unhealthy food.The conclusion of the researches as follows: According to the second research,it shows that there is no significant main effect of payment method.However,the main effect of food types issignificant.The quantity of purchasing healthy food is higher than the unhealthy food.Also,there is a significant interaction between food types and payment methods.According to the research,the business-scanning customer QR code leads to buy more unhealthy food,but when participants purchase healthy food,it did not show any difference.Some mediating effects reveal that double-entry mental accounting coupling coefficient ?which partly mediates purchase behavior of unhealthy food.Research conclusion: There are more irrational consumption will be happened when customers using their own QR code instead of business QR code.Further,the behavior of customer who using their own code is more likely to make them feel happy and positive than using business payment code.These results contributes to the research of mobile payment methods,not only for helping consumers to realize the relationships between their payment methods and consumption behaviors which effectively avoid consumers falling into the trap of excessive consumption,but also provide business a better understanding of how to choose payment methods in business environment.