消费类型与幸福感的关系:基于双重态度模型  

The Relationship between Consumption Type and Happiness:A Study based on the Model of Dual Attitudes

作　　者：姚小强 张志文 王益文 Yao Xiaoqiang;Zhang Zhiwen;Wang Yiwen(School of Economics and Management,Fuzhou University,Fuzhou 350108;Faculty of Sports and Health,Chongqing Electronic Information College,Chongqing 400900)

机构地区：[1]福州大学经济与管理学院,福州350108 [2]重庆电信职业学院体育与健康学院,重庆400900

出　　处：《心理学探新》2024年第4期366-373,共8页Psychological Exploration

摘　　要：基于消费者的购买意图,可将消费类型分为体验型和实物型消费,研究表明这两类消费对消费者心理和行为的影响存在差异。当前研究基于双重态度模型,利用外显报告和内隐联想测验考察实物型和体验型消费幸福感的外显和内隐特征,以及对支付意愿的可能影响。结果发现:(1)外显报告的实物型消费幸福感要高于体验型消费幸福感;(2)内隐联想测验发现体验型消费与积极情绪词联结更为紧密;(3)外显报告消费幸福感可以显著预测消费产品支付意愿。Based on consumers’purchase intentions,consumption types can be classified into experiential purchase and material purchase.Previous research has demonstrated differences in the effects of these two types of consumption on consumers’psychology and behavior.The current study,based on the dual attitude model,examines the explicit and implicit characteristics of happiness associated with material and experiential purchases,as well as their potential influence on willingness to pay,utilizing both explicit reports and implicit association tests.Both self-report and implicit association tests were employed to gather data.The results revealed that:(1)explicitly reported happiness in material purchase was higher than that in experiential purchase;(2)the implicit association test indicated that experiential purchase was more strongly associated with positive emotion words;and(3)self-reported consumption happiness significantly predicted willingness to pay for both material and experiential purchase.Generally,the college student exhibits a dual attitude toward the happiness associated with experiential purchase.In explicit attitudes,they express a belief that material purchase yields higher happiness compared to experiential purchase.However,in terms of implicit attitudes,all college student participants hold the belief that experiential purchase is associated with greater happiness and joy.

关 键 词：体验型消费 实物型消费 幸福感 内隐联想测验 双重态度模型 

分 类 号：B848[哲学宗教—心理学]