享乐适应视角下消费者持续幸福感研究——产品属性偏好与调节定向的交互作用  

A Study of the Longitudinal Consumer Well-being From the Perspective of Hedonic Adaptation——The Interaction between Product Attributes Preference and Regulatory Focus

作　　者：李倩倩[1] 高颖 LI Qian-qian;GAO Ying(School of Management,Shanghai University,Shanghai 200444,China)

机构地区：[1]上海大学管理学院,上海200444

出　　处：《消费经济》2018年第5期78-83,共6页Consumer Economics

基　　金：国家自然科学基金青年项目(71402091);教育部人文社会科学研究一般项目(14YJC630066)

摘　　要：本文从产品(产品属性)和消费者(调节定向)两方面入手,探究了享乐适应视角下消费者持续幸福感的变化。研究发现,与决策时偏好产品享乐属性的消费者相比,偏好产品功能属性的消费者享乐适应更慢,消费者幸福感也更持久,产品属性偏好通过享乐适应影响消费者持续幸福感,消费者的调节定向和购买决策时的产品属性偏好对消费者的享乐适应存在交互作用,即:在决策时偏好产品享乐属性的前提下,促进定向的消费者比预防定向的消费者享乐适应更慢;在决策时偏好产品功能属性的前提下,预防定向的消费者比促进定向的消费者的享乐适应更慢。This paper examines the impacts of product attributes and regulatory focus on consumers＇ sustained well-being based on the hedonic adaptation theory. The results show that consumers have slower hedonic adaptation and more lasting well-being who prefers functional attributes of product than consumers who prefers hedonic attributes of product. And the hedonic adaptation plays a significant mediate role between consumers＇ emphasis on the product attributes and consumers＇ sustained well-being. In addition,There is interaction effect between consumers＇ regulatory focus and consumers＇ preference on the product attributes on consumers＇ hedonic adaptation.

关 键 词：产品属性 调节定向 享乐适应 消费者持续幸福感 

分 类 号：F713.50[经济管理—市场营销]