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《Research on the Generalized Virtual Economy》 2018-03
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A Study on the Relationship Between Expenditure Psychological Account,Switching Cost and Online Purchase Behavior——Taking Fresh Fruit Consumption as an Example

YIN Yuan-yuan;PENG Mi-xiang;School of Economic and Trade, Hunan University of Commerce;  
As a daily necessities,fresh fruits are also one of the main commodities for Chinese people to visit their relatives and friends.With the gradual increase in China's online consumption,fresh fruits have gradually become one of the important categories of online shopping goods.However,few scholars have studied the switching costs and consumer online shopping behavior from the perspective of fresh fruits.In addition,consumers do not only follow the costs of"rational people"when making purchasing decisions,but they are also affected by psychological accounts,especially in the context of Chinese culture.Based on this,this paper further studies the moderating effects of expenditure psychological accounts on switching costs and consumer buying behavior under the condition of fresh fruit.The empirical results show that:risk cost,evaluation cost and payment costs belonging to the switching costs have a significant positive impact on consumer online purchasing behavior,psychological expenditure account has remarkable effect on the relationship between switching costs and consumer online purchasing behavior.
【Fund】: 广义虚拟经济专项资助项目[项目编号:GX2011-1031(M) GX2010-1010(Y)];; 湖南省社会科学成果评审委员会重点课题(XSPPZD1013);; 湖南省哲学社会科学基金基地项目(17JD48)
【CateGory Index】: F724.6
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