With the swift rise of prepaid membership programs, the spending behavior of consumers has been affected. However, the psychological mechanisms underlying the way in which membership fees can affect post-membership consumption behavior remain unclear. The existing studies are mainly based on the mental accounting perspective. The status signaling perspective has been given relatively little consideration, thus, there are ambiguities in the relationship between the two mechanisms in influencing consumer spending behavior. This paper proposes a dual-mechanism framework, integrating mental accounting and status signaling, to investigate the effects of prepaid membership fees on post-membership consumer spending behavior. Quantitative and qualitative methods are used together in the research process. It is found that mental accounting significantly mediates the relationship between prepaid membership fees and consumer spending behavior, while the indirect effect through status signaling on consumers' post-membership spending behavior is not significant. This paper provides insight into the dual-mechanism structure of the prepaid membership fee effect.
Research Article
Open Access