The Application of Mental Accounts of Behavioral Finance in Internet Economy

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.