Research on the Impact of Repayment Sequence of Consumption Loans by Installments on Consumers' Purchase Intentions: The Mediated Effects of Price Attractiveness and Feeling of Being Misled

doi:10.15936/j.cnki.1008-3758.2021.03.006

Abstract

Abstract: Regarding the phenomenon that consumers do not follow the principle of maximizing discounted utility when making purchase decisions， this study designs three auto loans by intallments and conducts satisfaction surveys. By establishing a mediation effect model， the study explores the influence of price attractiveness and feeling of being misled on consumers' purchase intentions. Bootstrapping test shows that price attractiveness has a significant positive mediated effect on consumers' purchase intentions， while feeling of being misled has a negative mediated effect on consumers' purchase intentions. The research finds that consumers make irrational decisions. Therefore， it is not recommended to use the discounted utility theory but to explain consumer behavior from psychological causes. The results provide a theoretical basis for optimizing the design of consumption loans by installments.

Key words: consumption loan by installments; repayment sequence; improving sequence effect; financial marketing

CLC Number:

F830

LU Yang， WANG Jian， ZHUANG Xintian. Research on the Impact of Repayment Sequence of Consumption Loans by Installments on Consumers' Purchase Intentions: The Mediated Effects of Price Attractiveness and Feeling of Being Misled[J]. Journal of Northeastern University(Social Science), 2021, 23(3): 39-47.

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