Research On College Students’ Consumption Attitude Under Online Payment

With the development of economy and technology,our payment methods are more and more diversified.Compared with offline payment,online payment has become the mainstream payment method at present,such as Hua Bai and the balance treasure under Alipay platform.Similar to credit card,Huabei has the characteristics of delayed payment and early overdraft.Previous studies have shown that the use of credit card consumption can promote individual purchase behavior,and individuals prefer to buy hedonic products,while the use of cash consumption is more practical products.So,when using Huabei and Yuebao online payment respectively,will there be similar preferences on commodity attributes in offline payment? In addition,the convenience of online payment makes it widely used among young people,especially among college students.It should be pointed out that college students are mainly from their parents or part-time jobs,so commodity prices will be a major factor affecting college students’ consumption.Like credit card,Huabei can overdraft in advance,which increases the purchasing power of college students.So,in the case of limited living expenses,will college students show "dare to buy" at the explicit level or just "want to buy" at the implicit level? Based on this,this study will use two experiments to investigate the explicit and implicit attitudes of College Students’ consumption under the online payment mode of Huabei and Yuebao from the commodity attribute and price.In Experiment 1,a mixed experimental design of 2(payment method: Huabei /Yuebao)×2(commodity attribute: utility / hedonic)×2(commodity price: high price/ low price)was used to carry out a situational simulation experiment.Taking Huabei and Yuebao as examples,the purchase intention of College Students under different commodity attributes and prices was explored.The results show that:(1)when buying high price goods,the purchase intention of using Huabei is higher;(2)When buying low-cost goods,the purchase intention of using yu’ebao is higher.This shows that the use of Huabei can increase consumers’ purchase intention when buying high price goods.However,the interaction between payment method and commodity attributes is not significant,which may be due to the fact that individuals pay more attention to price and ignore the feeling of "want to buy" under limited economic conditions.Therefore,experiment 2 uses the implicit association test to further investigate the consumption attitude of college students from the implicit level.In Experiment 2,2(payment method: Huabei / Yu’ebao)×2(commodity attribute:utility / hedonic)×2(commodity price: high price / low price)were used to explore the influence of payment method on College Students’ implicit attitude under different commodity attributes and prices.The results show that:(1)there is a significant interaction between payment method and commodity type.Reaction time shows that yu’ebao is more closely related to practical goods,while Huabei is more closely related to hedonic goods;(2)The interaction between payment method and price is significant.In terms of reaction time,yu’ebao is more closely related to low price goods,while Huabai is more closely related to high price goods.This shows that on the implicit level,college students prefer to use Huabei to buy hedonic goods,and use Yuebao to buy real goods.At the same time,we further verify the results of Experiment 1,that is,the individual’s preference for different price goods is still consistent with the explicit level,and they tend to use Huabei to buy high price goods,and use Yuebao to buy low price goods.To sum up,experiment 1 and Experiment 2 investigated the influence of payment method on College Students’ consumption attitude under different commodity attributes and prices from the explicit and implicit levels respectively.The results show that the implicit and explicit attitudes of Huabei and Yuebao are consistent.Interestingly,the separation of implicit and explicit attitudes occurs in the purchase of different types of goods.Only on the implicit level,we find that Huabei can promote college students to consume hedonic goods.This shows that,in the limited economic conditions,commodity price is still the primary concern of college students,and they prefer to pay for high price goods.At the same time,Huabei payment will also enhance college students’ willingness to buy hedonic goods.