The Empirical Study of Consumer Purchase Decision Based on the Double-entry Mental Accounting Theory

摘要：

　　The double-entry mental accounts recorded positive effect payment from the consumer to pay in order to gain the negative effect.The study of the double-entry mental accounting theory about the consumer purchase decision-making choice behavior has positive significance on consumer rational consumption and sellers reasonable marketing.With four parts of empirical research,respectively,from the consumption of different types, consumption in a different order,sales of different patterns,and the investment decisions of consumers in different psychological changes,this paper analyze the impact of double-entry mental accounting on consumer decisions,draw the conclusion of the four parts,and both consumers and sellers have raised guidance.

关键词： The double-entry mental accounting theory Consumer behavior Coupling

作者: AN Qiang-shen CAO Hong-jie

作者单位: Business School,University of Jinan,Shandong Jinan 250002,China

会议类型: 国内会议

会议名称: China Marketing International Conference 2016 (2016中国市场营销国际学术年会)

会议地点: 青岛

会议语种:英文

页码: 18-31

在线出版日期: 2016-07-08（万方平台首次上网日期，不代表论文的发表时间）