| Consumers mainly engage in two types of activities: work and leisure.Leisure refers to non-essential activities that feel unproductive,do not make full use of time,and mainly provide hedonic or experiential benefits.While work refers to externally motivated activities that feel productive and mainly provide instrumental benefits,or activities that are out of obligation,require efforts and like housework.However,consumers spend increasingly limited time on leisure.As excessive work and insufficient leisure can lead to emotional exhaustion and cynicism,resulting in a reduction in happiness and overall quality of life,it is crucial to explore how to help consumers achieve a balance between leisure and work.Therefore,this study aims to investigate the factors influencing consumer preferences for leisure and work,as well as provide practical implications for achieving this balance.More specifically,from the perspectives of local and global identities,this study investigated the relationship between consumer identity and preference for leisure and work as well as its mechanism and boundary conditions through 13 sub-studies with 10999 consumer samples,and based on the research findings,practical implications were developed to assist consumers in achieving a balance between leisure and work.The results of this study,along with its theoretical contributions,practical implications,and suggestions for future research,are outlined as follows:First,there is a positive correlation between global-local identity(larger value indicates high global identity,smaller value indicates high local identity)and workleisure preference(larger value indicates high work preference,smaller value indicates high leisure preference).Study 1 revealed the negative effects of place of residence(larger value indicates city [global identity],smaller value indicates rural area [local identity])on leisure propensity and leisure time per day.Study 2 confirmed a positive correlation between global-local identity and increasing work time-leisure time(larger value indicates high work preference,smaller value indicates high leisure preference).Second,there is a positive causal relationship between global-local identity and work-leisure preference.Study 3 confirmed a positive causal relationship between global-local identity and completing homework-watching a TV show(work-leisure preference).Between the choices of watching a TV(leisure)and completing homework(work),consumers with a local identity tend to choose watching a TV show,while consumers with a global identity tend to choose completing homework.Study 4confirmed a positive causal relationship between global-control-local identity and watching a teaching video-TV show(work-leisure preference).Between the choices of watching a TV show(leisure)and watching a teaching video(work),consumers with a local idenity tend to choose watching a TV show,while consumers with a global idenity tend to choose watching a teaching video.Third,productivity orientation serves as the mediator for the positive relationship between global-local identity and work-leisure preference.Specifically:(1)Study 5confirmed the positive relationship between global-local identity and watching a teaching video-TV show(work-leisure preference)and the mediating role of productivity orientation.Between the choices of watching a TV show(leisure)and watching a teaching video(work),locals with a low productivity orientation tend to choose watching a TV show,while globals with a high productivity orientation tend to choose watching a teaching video.(2)Study 6 confirmed the positive relationship between global-local identity and playing a challenging-fun puzzle(work-leisure preference)and the mediating role of productivity orientation.Between the choices of playing a fun puzzle(leisure)and playing a challenging puzzle(work),locals with a low productivity orientation tend to choose playing the fun puzzle,while globals with a high productivity orientation tend to choose playing the changeling puzzle.(3)Studies7 and 8 confirmed the positive relationship between global-local identity and catching an email-going for a walking(work-leisure preference)and the mediating role of productivity orientation.Between the choices of going for a walk(leisure)and catching an email(work),locals with a low productivity orientation tend to choose going for a walk,while globals with a high productivity orientation tend to choose catching an email.Also,studies 7 and 8 rulled out the alternative explanations of busyness mindset and promotion-prevention focus,respectively.(4)Study 9 confirmed that leisure productivity significantly and negatively moderates the positive relationship between global-local identity and catching an email-going for a walking(work-leisure preference).In control condition(going for a walk was descripted as an enjoyable activity),locals with a low productivity orientation tend to choose going for a walk(leisure),while globals with a high productivity orientation tend to choose catching an email(work).However,in productive-leisure condition,such effects were reversed.Fourth,desire for competence,openness to learning,productivity mindset,and evaluation model serve as the boundary conditions.Specifically:(1)Study 10 confirmed that desire for competence significantly and negatively moderates the positive relationship between global-local identity and buying daily necessitieswatching a movie(work-leisure preference)and its mediating mechanism.In the condition of unchanged desire for competence,globals(vs.locals)have high productivity orientation and then tend to choose buying daily necessities(work)rather than watching a movie(leisure).In the condition of improved desire for competence,locals and globals have smilar productivity orientation,and then have no significant difference in these choices.(2)Study 11 confirmed that openness to learning significantly and negatively moderates the positive relationship between global-local identity and a sightseeing-vacation travel(work-leisure preference)and its mediating mechanism.In the condition of unchanged openness to learning,globals(vs.locals)have high productivity orientation and then tend to choose a sightseeing travel(work)rather than a vacation travel(leisure).In the condition of improved learning openness,locals and globals have smilar productivity orientation,and then have no significant difference in these choices.(3)Study 12 confirmed that productivity mindset significantly and negatively moderates the positive relationship between global-local identity and nutrition evaluation-movie ticket(work-leisure preference)and its mediating mechanism.In the condition of unchanged productivity mindset,globals(vs.locals)have high productivity orientation and then tend to choose a nutrition evalution(work)rather than a movie ticktet(leisure).In the condition of improved productivity mindset,locals and globals have smilar productivity orientation,and then have no significant difference in these choices.(4)Study 13 confirmed that evaluation model significantly and negatively moderates the positive relationship between global-local identity and buying daily necessities-watching a movie(work-leisure preference)and its mediating mechanism.In the condition of watching a movie(leisure)and buying daily necessities(work)are evaluated together,locals with a lower productivity orientation tend to choose watching a movie,while globals with a high productivity orientation tend to choose buying daily necessities.However,although globals have higher productivity than locals,they all tend to choose watching a movie that was evaluated separately,or choose buying daily necessities that was evaluated separately.Fifth,the results of this study have four theoretical contributions:(1)It enriches the outcome variables of local and global identities and corresponding boundary conditions.Existing studies have not explored the impact of global-local identity on consumer preference for leisure and work.This study idenitified the positive relationship between global-local identity and work-leisure preference,as well as the mediator and boundary conditions.(2)It extends the antecedent and outcome variables of productivity orientation as well as the corresponding boundary conditions.So far,only a few studies on consumer productivity orientation have been conducted,but they have not explored the relationship among productivity orientation,local identity,global identity,and preference for work and leisure.Whereas this study identified productivity orientation as a mediating mechanism for the positive relationship between global-local identity and work-leisure preference as well as the corresponding boundary conditions.(3)It enriches the antecedent variables of work-leisure preference as well as corresponding boundary conditions.At present,only a few studies have explored the influencing factors,mechanisms,and boundaries for work-leisure preference,but they have not explored the relationship between work-leisure preference and global-local identity.However,this study identified a positive relationship between work-leisure preference and global-local identity,as well as the corresponding mediating mechanisms and boundary conditions.(4)It expands the research on desire for competence,openness to learning,productivity mindset,and evaluation model.Previous studies have not explored the moderating effects of these variables in the relationship between global-local identity and work-leisure preference and its mechanism.Whereas these are the main contents of this study.Sixth,this study has some practical implications:(1)Implications to improve the leisure preference for high work-oriented consumers:(1)Activing local identity;(2)Reducing productivity mindset;(3)When leisure and work activities are selected together,the productivity of leisure activities should be emphasized;(4)Let leisure activities be chosen separately.(2)Implications to improve the work preference for high leisure-oriented consumers:(1)Activing global identity;(2)Improving productivity mindet;(3)Improving desire for competence;(4)Enhancing openness to learning;(5)When leisure and work are selected together,the productivity of leisure should be emphasized;(6)Let work activities be chosen separately.(3)The marketing implications for work-related products and services:(1)Industries should focuse workrelated products and services on the countries,regions,and cities with a high degree of globalization and emphasize their instrumental benefits;(2)Work-related products and services should active consumers’ global identity;(3)Work-related products and services should improve consumers’ productivity mindset;(4)Industries should let work-related products and services be displayed separately;(5)When marketed in countries,regions,and cities with a high degree of localization,work-related products and services should activate consumers’ desire for competence or openness to learning.(4)The marketing implications for leisure-related products and services:(1)Industries should focuse leisure-related products and services on countries,regions,and cities with a high degree of localization and emphasize their hedonic benefits;(2)Leisure-related products and services should active consumers’ local identity;(3)Industries should let leisure-related products and services be displayed separately;(4)Instrumental benefits of leisure-related products and services should be emphasized when they are marketed in countries,regions,and cities with a high degree of globalization.Finally,this study provides the following future research implications:(1)Exploring the moderating effects of gender differences,residential mobility,and generational differences;(2)Conducting experimental research among consumers in other countries or regions to test the generality of the results of this study. |
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