A Comparative Analysis of Consumer Behavior with Payments of Shopping Cards and Cash

This paper will discuss difference of mental satisfication from two means of payment: shopping card and cash, and analysis the affluence of that to consumer behavior. Objecting to those consumers who have payment ability and experience of paying by shopping card, we find that consumers establish different information structure for payments and they believe there existing difference of function and usage between them, which means there exist non-fungibility effect between shopping card and cash, but there is no significant difference in price sensitivity and impulsive buying on consumer behavior. And consumers intend to buy non-necessary goods by shopping card, while buy necessity on cash.