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| Impact of Consumers’Material Values on Purchase Intention under Consumer Installment |
| WU Shuilong，WANG Xuelei，YUAN Yongna，JIANG Lianxiong |
| 1. Beijing Institute of Technology, Beijing, China; 2. University of Chinese Academy of Sciences, Beijing, China; 3, Sun Yat-sen University, Guangzhou, China |
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Abstract By constructing a model of the influence of consumer material values on purchase intention under the consumer installment, the mechanism and boundary conditions in this relationship are explored. This study explored the mediating role of double-entry mental accounting in consumer installment and the moderating role of product category through two experiments, and revealed the key factors that affecting consumer lending consumption. The results of the study show that: ① The higher level of consumer materialism, the higher purchase intention of consumers to spend in consumer installment. ②The double-entry mental accounting plays an mediating role in consumer installment. ③ Product category plays a moderating role in consumer installment.
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Received: 29 March 2019
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