移动支付对大学生冲动性消费行为的影响——来自ERP的实验证据

为寻找移动支付影响冲动性消费的电生理证据,实验采用两难选择的虚拟购物任务,通过2(支付方式)×2(产品类型)被试内实验设计,结合ERP技术比较移动支付和现金支付下的冲动消费及相关电生理指标。实验数据显示:(1)移动支付下参与者的购买意愿高于现金条件;(2)对享乐品的购买,移动支付下的购买意愿、购买率高于现金支付,而对实用品两种支付下无差异;(3)决策阶段头皮左侧发现,移动支付下享乐品的LPP波幅正于实用品,而现金支付下二者LPP波幅无差异;(4)N2波幅上存在Buy/No Buy效应。结果表明:移动支付促进了享乐品的冲动性消费,决策阶段左侧脑区的LPP波幅可作为其电生理指标,N2波幅表征买与不买。

An ERP Study on the Influence of Mobile Payments on Impulsive Consumption Behavior

The purpose of this paper is to investigate the neurophysiological evidence that mobile payments affects impulse consumption.Design 2(payment method)× 2(product type)in subject experiment,set the dilemma of virtual shopping task to measure the individual’s self-control of impulsive consumption under mobile payments and cash payments,and explore the relevant electrophysiological evidence by using ERP(event-related potential)technology.The behavioral results show that the probability of a participant making a purchase when using mobile payments was significantly higher than when using cash payments.The purchase probability and the buying rate of hedonic products when using mobile payments were also significantly higher compared to cash payments.However,there was no significant difference between the two payment methods when buying utilitarian products.The ERP results for the left side of the scalp show that,when making mobile payments,the LPP(late positive potential,400-800ms)amplitude for hedonic products was more positive than the amplitude for utilitarian products at the decision-making stage,but no significant difference was found for cash payments.ERP analysis showed that the N200 amplitude was affected by the BNB(Buy/No Buy)effect.The N200 amplitude for Buy was significantly more negative than for No Buy.Taken together,the results show that mobile payments were more likely than cash payments to motivate college students’ impulsive consumption of hedonic products.The results also show that the LPP amplitude of the left-brain could serve as a neurophysiological index,and that N200 amplitude can predict the BNB effect,which might reflect automatic attention to the pain of payment during consumption.