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The Influence of Payment Method and Cognitive Level on the Consumption Behavior of Minors

Yuwei Wang, Mengjiao Shi


Guiding minors’ consumption behavior and forming healthy consumption concept has been the focus of scholars in recent years. This study adopted a mixed experimental design of 3 (cognitive style) *2 (payment style) to explore the influence of subjective and objective orientation on minors’ consumption behavior. A total of 60 subjects aged between 4 and 14 were selected for the experiment. The results show that the shopping frequency of electronic money payment is significantly higher than that of cash payment for minors with the same cognitive level. The formation of healthy and rational consumption concept is the basis for the formation of values of minors. This study aims to provide references for family education and promote the formation of ideal consumption concept of minors.


Consumption behavior; Minor

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DOI: http://dx.doi.org/10.18686/ahe.v7i6.7671