The Influence Of Mental Account On The Decision-making Styles Of Credit Consumption

With the rapid development of Internet technology,consumer consumption patterns have also changed.As a supplement to traditional consumer finance,Internet consumer finance companies that have relied on Internet technology to develop rapidly,driven by policies and markets,have greatly stimulated the consumer demand of college students.For young people represented by the post-90 s generation,timely enjoyment is part of their values,coupled with the maturity of connected technologies such as convenient payment and mobile payment,and strong willingness to credit consumption.Through observation methods and interviews,it is found that contemporary youth's choices of credit consumption are not all “irrational” choices.Many consumers have credit consumption behaviors for the purpose of “thrift”,and not a few.Because the consumer's credit consumption behavior is related to both the consumer's own factors,also affected by social factors,Based on this,this article takes the relevant theories of mental account and consumer socialization as the starting point for research,and attempts to explore the factors that affect the "rational" credit consumption of the younger generation and their interaction mechanisms.This study sorts out relevant domestic and foreign literature on mental account,credit consumption,decision-making styles,and consumer socialization.It is found that consumers will form different mental account according to different economic decisions,which is precisely due to the “non-funigibility” of mental account,the "mental budgeting" plays a key role in consumer behavior from the beginning of consumer budget decision to account settlement.Therefore,this study uses the “non-funigibility” and “mental budgeting” of mental account as independent variables.In the study of consumer behavior,the expression of “value for money” decision-making styles is in line with the above-mentioned youth's decision-making mode of choosing credit consumption,Therefore,the “value for money” credit consumption decision-making styles is used as the dependent variable in this study.In addition,consumers are in a complex consumption environment,so the generation of such “consumer value” credit consumption decisions is a socialized result,peer-to-peer value-expressive and inter-generational trust transfer were used as moderators in this study.Based on this,this study builds a conceptual model of mental account ? credit consumption decision-making styles and consumer socialization,and conducts empiricalresearch on the two major characteristics of mental account and value-for-money credit consumption decision-making styles.This research conducted a preliminary analysis of the credit consumption phenomenon of contemporary youth through pre-investigation,and used the reliability analysis and factor analysis to test the reliability and validity of the questionnaire.After confirming the reliability and validity of the formal scale of this paper,collect data using questionnaires,and applied regression analysis methods to verify the main effect and the regulatory effect,The results show that there is a significant correlation between the “non-funigibility” and “mental budgeting” of mental account and value-for-money credit consumption decision-making styles,inter-generational trust transfer has a moderating role between non-substitutable and value-for-money credit consumption decision-making styles,peer-to-peer value-expressive has a moderating role between non-funigibility,mental budgeting and value-for-money credit consumption decision-making styles.Finally,the dissertation puts forward marketing suggestions from the perspectives of pricing strategy,promotion strategy,publicity,and elder awareness.