The Cross-cultural Research On Consumer Intertemporal Payment Behavior

With the development of globalization,international economic and trade exchanges and cooperation are becoming more and more common.With China’s ‘One Belt,One Road’initiative in 2015,China’s economic and trade has a closer tie with that of the countries along the routes.It is increasingly necessary to find the differences in consumer behavior between Chinese and the consumers from countries along the routes.At the same time,economic development has spawned a variety of forms of consumption.Intertemporal consumption is one of the most important ones.It is of great significance for cross-cultural marketing to exploring the differences in intertemporal consumption behavior caused by cultural differences.Based on the above-mentioned practical problems,this thesis developed an intertemporal consumption utility model based on the Double-entry Mental Accounting Theory.Further,we distinguished the culture by the Cultural Dimension Theory and developed a cross-cultural intertemporal consumption utility model.Then we designed experiments taking China and Pakistan as examples completed an empirical study of the impact of different consumption spans on consumer perceived value and willingness to purchase.This study verifies that the influence of the time span of the intertemporal consumption on the perceived value of consumers is regulated by the interaction between the Long-term versus Short-term Orientation(LTO)and the time of payment,and the interaction influence of LTO and payment time is significant.In general,in the pre-payment scenario,the perceived value of the consumer decreases with the extension of the consumption period,and the postpayment scenario is the opposite.For Short-term Orientation consumers,the perceived value of consumers varies significantly with the length of the time span in both prepaid and postpaid scenarios.The perceived value of the Long-term Orientation consumers has a decreasing or rising trend with the extension of the consumption time span,but the data analysis shows that the change is not significant.The perceived value of consumers is positively affecting their purchase intention.For Long-term Orientation consumers,consumers’ purchase intention is significantly positively correlated with perceived value in the context of pre-payment and postpayment.For Short-term orientation cultural consumers,the purchase intention and the perceived value are significantly positively correlated in the pre-payment scenario,but the correlation between the perceived value and the purchase intention in the post-payment scenario is not significant.The results of this research have expanded the existing research and made up for the research gap of cross-cultural consumption in the field of marketing,which has important theoretical significance.At the same time,this research is based on the problem of realistic marketing strategy,and the research conclusion has important guiding significance for the formulation of intertemporal marketing strategy.