The Effect Of Time Distance On Purchasing Decisions: The Mediating Role Of Two-channel Mental Accounts

In order to help consumers better understand their own consumption behavior and reasonable guide consumers to make appropriate purchase decisions,this research analyzes people’s consumption psychology.From the perspective of psychology,this paper discusses the influence of time distance and commodity type on purchasing decisions based on dual-channel mental accounts.Dual-channel mental account means that consumers divide their mental account into two channels when making purchase decisions,which are used to record the happiness or pain they feel in the purchase decision,namely the happiness weakening coefficient and the pain passivation coefficient.Channels act together on consumers’ purchasing psychological feelings and behaviors.This research mainly selects 400 consumers with different consumption levels such as students and social workers from all over the country as subjects,and uses the method of scenario simulation experiment to systematically investigate the influence of time distance,commodity type on consumers’ purchasing decision,and dual The mediating role of channel mental accounts.The main conclusions of the study are as follows:(1)In the short time distance,the purchase intention of hedonic goods is greater than the purchase intention of practical goods;in the long time distance,there is no significant difference between the purchase intention of hedonic goods and the purchase intention of practical goods.(2)In the short time distance,the happiness weakening coefficient α of hedonic goods purchase is larger than that of real goods purchase.In the long time distance,the happiness weakening coefficient α of hedonic goods purchase is larger than that of real goods purchase.In the short time distance,the pain passivation coefficient β of hedonic goods purchase was greater than that of real goods purchase.In the long time distance,the pain passivation coefficient β of hedonic goods purchase is smaller than that of real goods purchase.In the near time distance,there is no significant difference between the consumption utility of hedonic goods and real goods.In the long time distance,the consumption utility of hedonic goods is less than that of real goods.(3)The pleasure weakening coefficient α plays a mediating role between time distance and purchasing decision,and between commodity type and purchasing decision;the pain blunting coefficient β plays a mediating role between time distance and purchasing decision;consumption utility plays a mediating role between commodity type and purchasing decision play an intermediary role.(4)The first half of the mediating effect of "time distance--dual channel mental account--purchase decision" was affected by the type of goods,and different types of goods moderated the moderating effect of pleasure weakening factor α,pain passivization factor β and consumption utility between time distance and purchase decision.