The Implicit Structure and Matching Model of Information Mental Accounting

Abstract

Purpose/Significance: With the rise of new media and the increase in the number of platforms, it is more difficult for individuals to achieve the desired optimal utility in information decision-making, and traditional rational person theory can not meet the needs of practical decision-making. Methods/Process: Differentiate and analyze the similarity and correspondence between information behavior and Consumer behaviour, introduce Mental accounting into the information field, propose the concept of information Mental accounting, and reveal the implicit structure and matching mode of it through literature research, questionnaires, Focus group and other methods. Results/Conclusion: The results show that individuals have an information mental accounting and it is non- substitutability, it is divided into two dimensions: demand (use) and source. A matching model with demand centered is as “time cost-information demand-information source” and a matching model with source centered based on the independent index of information sources are constructed. Originality/Value: The study reveals the inherent psychological laws of individual information decision-making in complex environment, providing a new theoretical perspective and framework for the field of information behavior.