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前人有关强迫性购买倾向的研究主要集中在有强迫性购买倾向群体个性特征方面,支付方式差异对有强迫性购买倾向群体购买行为产生的影响研究尚属空白。基于强迫性购买倾向测试量表,本文将支付方式与强迫性购买倾向这两个领域的研究相结合,采用行为学实验的方法就支付方式(现金与预付卡)对于有强迫性购买倾向消费者购买行为的影响进行了研究。研究结果表明,在两种不同的支付模式下,现金支付会比预付卡支付让消费者更有价格意识,同时获得的交易价值也会低于使用预付卡支付的消费方式。本研究还发现,相比于无强迫性购买倾向的消费者,有强迫性购买倾向的消费者能从预付卡消费的模式中获得更大的交易价值,他们更愿意选择预付卡支付模式。
The previous researches on the tendency of forced purchasing tended to focus on the individual characteristics of forced purchasing tendencies. However, the research on the impact of the differences in payment methods on the purchasing behaviors of forced purchasing tenants still lacks. Based on the compulsive purchase propensity test scale, this paper combines the research on the payment methods and forced purchasing tendencies, and adopts the method of behavioral experiments to compare the payment methods (cash and prepaid cards) The impact of buying behavior was studied. The results show that in two different payment modes, cash payment will make consumers more price conscious than prepaid card payment, and the transaction value obtained will be lower than that of using prepaid card. The study also found that consumers with a propensity to buy tend to gain greater transaction value from pre-paid card purchases, preferring to choose a prepaid card payment model than consumers with no propensity to buy.