社会与工程心理学研究室知识库

消费会影响居民幸福感。随着收入的增加，如何合理分配收入获得更多幸福感成为热点话题。根据购买目的的不同，购买类型可以分为实物购买和体验购买。近年来，在满足基本温饱需要的基础上，越来越多国民将支出用在旅游、看电影等体验购买中。购买类型与消费者幸福感之间的关系值得探讨。

以往关于购买类型的研究，主要集中在探讨购买类型对消费者享乐幸福感的影响，较少关注消费者意义幸福感，从个体发展的角度，意义幸福感更有益于消费者的身心健康，因此本研究基于自我决定理论，主要探讨购买类型对消费者享乐幸福感和意义幸福感的影响及其中介机制。

本研究包含两个正式研究:研究一采用回忆法，为单因素(体验购买VS.实物购买)的被试间设计，228名高校在校学生被试参与实验，探讨了购买类型、信息分享行为、能力需要满足、关系需要满足、享乐幸福感和意义幸福感之间的关系;研究二采用回忆法，为单因素(体验购买vs.实物购买)的被试间设计，201名在职人员参与实验，操纵方法与研究一相同，但对研究一的指导语进行改进，验证研究一结果的稳定性，并探讨了信息分享行为、能力需要满足、关系需要满足、在购买类型与享乐幸福感、意义幸福感之间的关系。

研究结果显示，对于学生群体，体验购买的享乐幸福感高于实物购买，体验购买的意义幸福感高于实物购买;对于员工群体，体验购买的享乐幸福感高于实物购买;体验购买的意义幸福感高于实物购买;信息分享行为和关系需要满足在购买类型与享乐幸福感之间起链式中介作用;信息分享行为和关系需要满足在购买类型与意义幸福感之间起链式中介作用。

本研究发现了购买类型对消费者享乐幸福感和意义幸福感的影响及信息分享行为、关系需要满足在其中的中介机制。研究结果为政府政策制定、商家广告宣传和消费者购买决策提供一定的建议。

It is well known that the level of consumption can influence human well-being. As people's incomes increase, how to distribute income reasonably to gain more happiness has become a hot topic. Depending on the purpose of the purchase, purchase can be divided into two types一material purchases and experiential purchases. When some basic needs(ie., food and clothing) are met, people tend to spend their money on the purchase of experiences such as tourism and watching movies. Therefore, it is important to explore the relationship between purchase type and the well-being of the consumer.

Most of previous studies mainly focused on the influence of purchase type on consumers' hedonic well-being, and rarely examined eudaimonic well-being. From the perspective of individual development, eudaimonic well-being is more beneficial to human health. Based on the Self-Determination Theory, the present study explored the influence of purchase type on consumer hedonic well-being and eudaimonic well-being, as well as its underlying mechanism.

Two laboratory experiments were conducted. Study 1 was a (experiential purchase vs. material purchase) between subject design with 228 college students as participants. The present study explored the relationships between purchase type, hedonic well-being, eudaimonic well-being, information sharing behavior, competence need satisfaction and relatedness need satisfaction. Study 2 was also a (experiential purchase vs. material purchase) between subject design using the same method as in study 1，but the participants are employees and some experimental introduction was changed accordingly at beginning. Study 2 verified the results of study 1 .What's more, study 2 showed the information sharing behavior and relatedness need satisfaction played a chain mediational role in these relationships.

The results showed that (1)For students group, experiential purchases led to higher levels of hedonic well-being and eudaimonic well-being; (2) For employees group, experiential purchases led to higher levels of hedonic well-being and eudaimonic well-being. Further, the information sharing behavior and relatedness need satisfaction mediated the relationships of purchase type with hedonic well-being and eudaimonic well-being.

This study verified the impact of the purchase type on consumers' well-being. and it's underlying mechanism. The findings have implications for government policy design, business advertising, and consumer purchase decisions.