Abstract: Integral programs exerted great influence on customer purchase behavior with constant improvement and wide application of customer reward program. According to the income sources of mental accounting, varied attributes of income sources in mental accounting often generated different purchasing intentions and behaviors. This paper took attention as the mediating variable and explored how payment methods involving integral and cash influence customer purchase intentions. Furthermore, it analyzed the internal mechanism of relationship between payment methods and purchase intention and studied moderating effects of commodity property on payment methods. The results demonstrated that purchase intention when consumers used integral to pay was higher than that with cash; attention mediated the interactive effect of payment methods; commodity attribute moderated the effect of payment methods on purchase intention; when commodity attribute was hedonic, payment methods had a significant difference on purchase intention, but when the commodity attribute was utilitarian, there was no significant difference.

Key words: mental accounting, payment methods, integral, attention