中国消费者的消费幸福感形成机制——基于消费过程的质性分析  

Formation Mechanism of Consumer Happiness in China: A Qualitative Analysis Based on Consumption Process

作　　者：金玉芳[1] 李宇飞 JIN Yu-fang;LI Yu-fei(School of Economics and Management,Dalian University of Technology,Dalian 116024,China)

机构地区：[1]大连理工大学经济管理学院,大连116024

出　　处：《管理案例研究与评论》2023年第5期599-612,共14页Journal of Management Case Studies

基　　金：国家社会科学基金项目“网络评论中的距离信息对评论效果的影响”(20BGL124)。

摘　　要：消费是利用社会产品满足需求的过程,也是获得幸福的方式之一。在幸福成为现代化发展的核心概念的背景下,深化、细化消费幸福感成为重要的研究主题。质性分析结果表明:中国消费者表达消费幸福感的词语,除了现有领域关注的开心、愉悦等词语之外,还有不错、感恩和轻松等。人们对未发生的消费的向往在需求产生阶段就会带来消费幸福感;在评估决策阶段,自我监控等自我意识反映了中国人“反省”的优良品质,也会影响人们的决策和幸福感;在消费体验过程中,人们会增进现有关系的和谐,拓展出新的社会关系,实现自我认知和自我体验,这些因素都会影响中国消费者的幸福感。Consumption is the process of using social products to meet needs,and is also one of the sources of happiness.Under the background that happiness has become the core concept of modern development,deepening and refining consumer happiness has become an important research topic.Through a qualitative analysis,the results show that the words used by Chinese consumers to express their happiness of consumption are not only pleasure and joy,but also“good”,“gratitude”and“relax”.The desire for consumption that has not yet occurred will bring about consumer happiness in the stage of demand generation.In the evaluation and decision-making stage,self-awareness such as self-monitoring reflects the good quality of“introspection”of Chinese people,which also affects people's decision-making and happiness.In the process of consumption experience,the ultimate consumption goal of Chinese consumers is to enhance the harmony of existing relationships,and expand new social relationships.Self-cognition and self-experience in consumption also contribute to happiness.

关 键 词：消费幸福感 消费过程 驱动因素 

分 类 号：F270[经济管理—企业管理]