【作者】 徐进；

【导师】 唐吉平；

【作者基本信息】 浙江大学 ， 金融学， 2020， 硕士

【摘要】 本研究探讨了信用卡心理账户对消费者决策的影响及其内在原理。传统微观经济学“经济人”假设认为,决定消费者消费决策的因素是客观的,即取决于商品的积极与消极效用等,而属于支出手段且与效用没有相关的信用卡刷卡是不能影响消费决策的。本研究以心理账户“双通道理论”模型为基础,采取实验经济学的研究范式,从微观领域和宏观领域两方面考察信用卡心理账户对消费决策的影响,具体为:以随机区组实验设计方法考察了被试在面对生活必需品和奢侈享用品时,信用卡心理账户的作用机制;为考察实验室结果推广至市场宏观领域的适用性,本研究以“善融商务”在线购物平台数据为依据,考察了客户群体面对不同“必需-享乐”属性商品时,信用卡心理账户的作用机制。研究结果显示:(1)微观领域,在信用卡刷卡消费过程中,由于信用卡的支付功能和分期信贷功能,信用卡支出账户存在两种心理账户,即信用卡一次性支出心理账户和信用卡消费信贷心理账户。(2)人们在支付不同消费内容的时候,偏好不同的支付方式:当购买奢侈享乐商品时,消费者倾向于信用卡分期信贷消费。(3)不同支付方式下的联结系数,即消费快乐弱化α值和支出疼痛钝化β值差异呈现不同,当面临生活必需品时,信用卡一次性刷卡消费和信用卡消费信贷消费的β均显著地大于α;当面临奢侈享乐品时,信用卡消费信贷支付方式下的β显著地大于α,而信用卡一次性刷卡消费的β和α则无显著差异。(4)从宏观层面上来讲,在线购物平台消费者在面对实用品和享乐品时,因不同的信用卡心理账户被激活,最终采取不同的信用卡支付方式。更多还原

【Abstract】 This study explores the influence of credit card psychological account on consumer decision-making and its internal principles.The traditional microeconomic hypothesis of "economic man" holds that the factors that determine the consumer’s consumption decision are objective,that is,they depend on the positive and negative effects of commodities,while the credit card swiping which belongs to the means of expenditure and has no correlation with the effects cannot affect the consumer’s consumption decision.Based on the "two channel theory" model of psychological account,this study adopts the research paradigm of experimental economics to investigate the influence of credit card psychological account on consumption decision-making from both micro and macro fields,specifically: the role mechanism of credit card psychological account in the face of necessities and luxury goods was investigated by the method of randomized block experiment design;and Based on the data of online shopping platform of "Shan Rong Business",this study investigated the mechanism of credit card psychological account when customers faced with different "necessary pleasure" commodities.The results show that:(1)in the micro field,there are two kinds of psychological accounts in the credit card expenditure account,one is the one-time expenditure psychological account and the other is the consumption psychological account.(2)when people pay for different consumption contents,they prefer different ways of payment: when they buy luxury goods,consumers tend to pay by stages with credit card.(3)the connection coefficient under different payment methods,i.e.the α value of weakening consumption pleasure and the β value of passivation of expenditure pain,are different.When facing the necessities of life,the β value of one-time credit card consumption and credit card consumption credit consumption is significantly greater than α;when facing luxury enjoyment products,the β value under credit card consumption credit payment is significantly greater than α,while the β value of one-time credit card consumption credit is significantly greater than α There was no significant difference in the consumption of β and α.(4)from the macro level,when consumers of online shopping platform are faced with practical products and hedonic products,because of different credit card psychological accounts are activated,they finally adopt different credit card payment methods.更多还原