文献类型：期刊文献

中文题名：享受当下还是放眼未来——幸福导向对购买偏好的影响

英文题名：Enjoy the Present or Look Towards the Future:The Influence of Happiness Orientation on Purchase Preference

作者：杨艳[1];余樱[2]

机构：[1]华东理工大学体育科学与工程学院;[2]华中农业大学经济管理学院

年份：2023

卷号：3

期号：2

起止页码：96

中文期刊名：营销科学学报

外文期刊名：Journal of Marketing Science

收录：CSSCI:【CSSCI_E2023_2024】；

基金：国家自然科学基金项目(72172051、 71702062);中央高校基本科研业务费专项资金资助项目(2662020JGPYG13)的资助。

语种：中文

中文关键词：幸福导向;长期效用;时间自我;物质购买;体验购买

外文关键词：orientations to happiness;long-term utility;temporal self;material purchase;experiential purchase

摘要：基于幸福预期视角,本文通过3个实验验证了个体的幸福导向对购买类型偏好的影响,以及长期效用关注在其中所起的中介作用。实验1发现相较于享乐主义幸福导向,实现主义幸福导向更能激发消费者的未来自我,使其更加关注产品的长期效用,从而增强了对物质产品的偏好,这种偏好不仅体现在对产品的资金成本投入上(实验1A),也体现在对产品的时间成本投入上(实验1B)。在控制了购买目标的情形下,这种效应仍然存在(实验2)。但当体验产品也提供长期效用时,幸福导向对购买类型偏好的影响将会减弱(实验3)。
Based on the perspective of anticipated happiness,three studies were conducted to confirm the influence of individual's orientation to happiness(OTH)on purchase type preference,and also verify the mediating role of long-term utility concern.Study 1 found that compared with hedonic OTH,eudemonic OTH can lead consumers to pay more attention to the long utility of products and future self,in turn to enhance the preferences of material products.In addition,purchase pre-ference is manifested not only in the financial cost input to the product(study 1A),but also in the time cost input to the pro-duct(study 1B).This effect is robust even after controlling the purchase objectives(study 2).However,when experiential products also provide long-term utilities,the effect of OTH on purchase type preference will be weakened(study 3).