The Influence Of Consumer Preference Types, Mobile Payment Methods And Commodity Types On Consumer Purchasing Decisions And Information Processing Processes

With the development of Internet technology and mobile equipment,mobile payment has become the main payment method for contemporary college students.In the context of mobile payments era,there is a question that need researchers to discuss which is “how consumption preference type,product types,and payment methods affect consumer purchasing decisions and information processing?”In this study,68 college students were used as subjects to investigate the impact of consumer preference types,product types,and payment methods on consumer purchasing decisions and information processing processes through contextual experiments.Study 1 adopted a 3(consumption preference type: tightwad,unconflicted consumer,spendthrift)× 2(payment method: non-credit payment,credit payment)× 2(commodity type:hedonic goods,practical goods)mixed design.The differences of purchasing decision-making process of different consumers under the different payment conditions are discussed.The results show that:(1)The number of purchases of spendthrift was significantly higher than that of tightwad;among the products that the subjects chose to purchase,there were more practical goods than hedonic items.(2)Under the two payment methods,the subjects spent more on practical goods.(3)The tightwad's consumption utility is higher than that spendthrift,and the evaluation of consumption is lower;the consumption utility of the subjects when purchasing hedonic products is significantly higher than that of practical products,and the consumption evaluation of hedonic products is lower.On the basis of Study 1,Study 2 used information display board technology to investigate the information processing process in the consumer purchase decision process,and found that(1)The spendthrift have less information processing time and quantity when purchasing decisions,and tend to use attribute-based information retrieval mode.(2)Under the condition of credit payment,consumers prefer to use the information retrieval mode based on alternatives.(3)Consumers prefer to use attribute-based information retrieval mode when purchasing hedonicproducts;when purchasing practical products,they tend to use information retrieval mode based on alternative items.This research draws the following conclusions:(1)Commodity type is the main factor that affects consumers' purchasing behavior.(2)The type of consumer preference affects the consumer's purchasing decision process.(3)When both credit and non-credit payments are completed through mobile payment software,the reduction in payment transparency will eliminate the difference in payment pain levels between the two payment methods,thereby reducing the purchase behavior of consumers using different payment methods difference.