Research And Simulation On Influence Factors Of Consumers Online Purchase Behavior In Perspective Of Mental Accounting

With the development of electronic commerce platform, online shopping has brought a lot of convenience and benefit to consumers, so that more and more customers to join online consumption. And frequent promotions by each big electricity traders and merchants are more stimulating the purchase desires of consumers, and constantly refreshing order records. Meanwhile, there are many uncertainties in online shopping, which could produce extremely subtle and complex changes on psychology of online shopping consumers and make them perceive risk. Decision-making processes by online consumers are more complicated and having more influence factors than traditional shopping. Businesses who want to formulate practical marketing strategy need to understand consumption psychology needs and study the psychology process of consumers.This thesis from the perspective of mental accounting theory, studies the influence factors of consumers’online behavior, and analysis of the impact of these factors on consumers’mental accounting, then research its influence on online purchase decision. On this basis, this article uses of social scientific computing experiment method, carries on the simulation, gets the group rules, and provides some advice on marketing. The main contributions of this paper are as follows:Firstly, combined with the traditional TAM and online shopping TAM, this thesis has used the gain and loss evaluation principle of mental accounting, and established the consumers’"black box" model. Second, subject to consumers as the main research object, analysis of product prices, quality, online promotion and online reputation four factors on the impact of consumers’ psychological sensitivity, based on the subject of consumer online behavior model. Third, establishes mathematical formula, sets up the simulation calculation model. Fourth, does the experiments of online consumer behavior simulation, and then gives some advice on online marketing.The experimental conclusion has the following content:(1) When the actual price of the product is equal to or slightly below the consumer expectations price, the consumer purchase intention enhances with more intense price sensitivity and profits perceived by the psychological account.(2) When the difference between actual quality of the product and quality of the desired is small, the quality sensitivity of consumers to meets the maximum, and the number of consumers to purchase products is the largest. When the difference between actual quality and expectation quality is large, either actual quality excessive higher than expectation quality or lower than expectation quality, it will make the quality sensitivity of consumer get smaller, with lower purchase intention.(3) Low income consumer’s promotion sensitivity is better than high income consumer’s. At the beginning of the online promotion, psychological account of low income consumer can quickly perceive profits, under the influence of online sales promotion, while high income consumer’s perception process is slow and less affected.(4) The more information sources of initial online word of mouth, the faster online word of mouth diffused, consumer’s purchase intention will be much stronger. Consumers with more close psychology distance between each other are often more easily affected by word of mouth, and have more intense purchase intention.