Research On Brain Neural Mechanisms Of The Ways Of Payment On Consumer Product Preferences

With the rapid development of the Internet economy,the booming mobile payments are gradually emerging,and payment scenarios are expanding.More people use Alipay,WeChat and other non-cash payment methods.This change is has had some impact for consumer's consumption concept and payment behavior.Currently,related research is still lacking in the field of psychology,lack of inquiry into the reasons behind decision-making behavior.To explore how different payment methods affect consumer product purchase preferences,basing on mental accounting theory,using ERPs experiment of 2(product types: hedonic products and practical products)×2(payment methods: cash payment and non-cash payment)two-factor internal design,participants are need to make purchasing choices under four different experimental scenarios,recording the neurophysiological process of consumption choice,exploring the most real decision-making psychological activities.First,put forward questions according to previous studies,combining current domestic and international research hotspots,expounded the research significance,summarized the research status of related issues and what needs to be improved,outlined the research content and research methods.Secondly,elaborated the related concepts of payment methods and product types,explained the influencing factors,intrinsic mechanisms and EKB purchase patterns of consumer purchasing decisions,introduced event-related potential theory.Thirdly,put forward four relevant research hypotheses: attention distribution and P2 components,decision conflicts and P3 components,emotional arousal and LPP components,the correlation between the purchase rate and LPP components.Designed the ERPs experiment by introducing event-related potentials and selected the P2 components,P3 components and LPP components as the research waveforms to study the brain information automatic processing ability under the ways of payment on consumer product preferences.Finally,discussed the experimental results,according to the experimental results,recommendations for operability are proposed for consumers,merchants,paymentinstitutions,and enterprises.