The Application of Mental Accounts of Behavioral Finance in Internet Economy

DOI

10.2991/assehr.k.211209.445How to use a DOI?

Keywords

Behavioral Finance; Mental Accounts; Internet Economy; Applied Research

Abstract

With the development of e-commerce platforms, online shopping has brought many conveniences and benefits to consumers, and more and more consumers have joined the ranks of online consumption. Large-scale e-commerce and frequent merchant promotions have stimulated consumption, causing transaction records to be constantly updated. At the same time, there are many uncertainties in online shopping, leading to very subtle and complex changes in consumer psychology, making consumers aware of risks. This article studies the application of mental accounts of behavioral finance in the Internet economy, analyzes the influence of the characteristics of mental accounts on the Internet economy, and then explains the application of mental accounts of behavioral finance in the Internet economy through experiments. The experimental results show that the allocation of funds to different mental accounts is different, so Internet products can be positioned based on mental accounts.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Weisong Nie
PY  - 2021
DA  - 2021/12/15
TI  - The Application of Mental Accounts of Behavioral Finance in Internet Economy
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2733
EP  - 2737
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.445
DO  - 10.2991/assehr.k.211209.445
ID  - Nie2021
ER  -