The Impact Of Close-range Mobile Payment Methods On Impulse Consumption

With the continuous development of mobile Internet and the increasing penetration rate of smart phones,mobile payment is now becoming an emerging mainstream payment method with an unstoppable trend.Among all the payment methods in China,mobile payment accounts for 50%,making it the most common payment method chosen by consumers.Previous research has confirmed that mobile payment will further induce consumer impulse consumption behavior,but the payment and impulse consumption at home and abroad focused on mobile payment and other(such as cash)payment,analyze the degree of impulse consumption,etc.,and for the characteristics of mobile payment itself,form less research on the influence of impulse consumption.Based on this,this paper discusses the influence of mobile payment method on impulse consumption from the type of mobile payment method.According to the combing of existing literature,this paper has mobile payment is divided into two categories: independent payment and dependent payment.At the same time,two-channel psychological account theory is introduced to explore the psychological mechanism of close mobile payment method on impulsive consumption behavior.Moreover,regulatory orientation was used as a regulatory variable to deanalyze the regulatory role of individual characteristics in the impact of close mobile payment methods on impulse consumption.This paper adopts the experimental method to discuss the above problems and divides them into three groups of sub-experiments.The first experiment is the relationship between close mobile payment method and consumer dual-channel psychological account.The experiment adopted the randomization method,and the subjects were divided into two groups: independent payment and dependent payment,and asked the subjects to report the two-channel psychological account connection coefficient under the same situation.The results show that when consumers use self-payment,the coefficient is higher than that when relying on payment,and the coefficient is lower than the coefficient when relying on payment,that is,when consumers use self-payment,the less the payment pain people feel,the higher the pleasure of consumption.The two close mobile payment methods,independent payment and dependence on payment,cause different feelings to consumers’ two-channel psychological account.Experiment 2 combined related theories and previous studies,and designed and compiled impulsive consumption scenario materials.The main purpose is to explore the impact of close mobile payment methods and dual-channel psychological accounts on impulsive consumption,and the intermediary role of dual-channel psychological accounts.The results confirm the main effect of close mobile payment,which promotes impulse consumption;double channel psychological accounts affect impulse consumption,painful passivation coefficient and impulse consumption positively;and the coefficient in double channel psychological accounts plays the intermediary between close mobile payment and impulse consumption.Experiment 3 took 2(close mobile payment method: autonomous payment vs dependent payment)2(adjustment orientation: promote orientation vs defense orientation)to verify the regulatory effect of regulatory orientation: when promoting orientation,autonomous payment will feel higher consumption pleasure than dependent payment,and autonomous payment will feel higher payment pain than dependent payment.Conclusion: Independent payment and dependent payment methods bring different feelings to consumers ’dual-channel psychological account,thus affecting consumers’ subsequent impulsive consumption behavior.In the same situation,consumers feel more spending pleasure and show more impulsive spending behavior when using independent payment than when relying on payment.Focusing on the influence of close mobile payment on impulse consumption,this paper not only enriches the relevant literature of mobile payment,but also has certain practical significance: consumers should be rational in daily life and avoid impulse consumption;in addition,merchants should also choose appropriate mobile payment methods to guide consumers to reasonable consumption.