Xie Aili, Liu Lianhua, Lyu Shiqi, Wu Lijuan, Pan Wen Tsao
Guangzhou Huashang College, Guangzhou, China.
Huashang Business Economic and Social Research Institute, Guangzhou, China.
Front Psychol. 2022 Mar 23;12:799164. doi: 10.3389/fpsyg.2021.799164. eCollection 2021.
This study introduces the self-construction methods of consumers and the tendency characteristics of experiential purchase to study the effects of physical purchase and experiential purchase on wellbeing. The dependent self-builders obtain higher happiness from experiential purchase; however, the independent self-builders get higher happiness from physical purchase. Furthermore, consumers with a high purchase experience get higher happiness from experiential purchase. Consumers with high material consumption tendency get significantly higher happiness than physical purchase from experiential purchase. Consumers with high materialism tendency gain higher happiness in experiential purchase, which is in line with the expectations of self-construction and consumption theories. This study provides the first evidence for the impact of self-construction methods on wellbeing with different consumption choices.
本研究引入消费者的自我建构方式以及体验式购买的倾向特征，以探究实体购买和体验式购买对幸福感的影响。依赖型自我建构者从体验式购买中获得更高的幸福感；然而，独立型自我建构者从实体购买中获得更高的幸福感。此外，购买体验丰富的消费者从体验式购买中获得更高的幸福感。物质消费倾向高的消费者从体验式购买中获得的幸福感显著高于实体购买。具有高物质主义倾向的消费者在体验式购买中获得更高的幸福感，这与自我建构和消费理论的预期相符。本研究首次提供了证据，证明自我建构方式对不同消费选择下的幸福感有影响。
