Research On The Influence Of Third Party Payment On Consumer Information Perception And Purchasing Behavior

In recent years, mobile payment is taking the place of real money, which is changing our way of perceiving goods and payment. Many researches concerning this topic have been done by economists, however, this topic have rarely attracted psychologists. To explore the psychology mechanism of third party payment, we ran 3 experiments to display its features. They are namely, research on the impact of payment methods on consumer information perception; third party payment’s promotion on the purchase of unhealthy food and the different effects of the third party payment on consumers with different payment sensitivity: difference between tightwads and spendthrifts. Research results are as follows:1. While using third party payment, consumers will accept higher goods price and are willing to spend more.2. Third party payment can improve individual’s attention to commodity price information.3. Third party payment will increase consumers’ purchase of unhealthy food, but will not have a great impact on the purchase of healthy food. The reason is because to the third party payers, "pain of payment" has a mediating effect on their unhealthy food consumption.4. People using third party payment will experience stronger regret.5. To people of different payment sensitivity, the third party payment works differently. Specifically, tightwads and spendthrifts’ vice purchase are increased, normal people didn’t show great change on their purchasing behavior.