The Empirical Study On The Relationship Among Temporal Orientation, SWB And Hedonic/Utilitarian Attributes

Based on review of the previous researches, this study examines therelationship among the temporal orientation, subjective well-beings (SWB)and hedonic/utilitarian by applying empirical methodology. The studymainly focuses on how temporal orientation influences the choice betweenhedonic and utilitarian attributes, and chooses three dimensions of SWB,which is psychological development, life satisfaction and physical andpsychological healthiness, to test the effect of SWB on the tradeoff betweenhedonic and utilitarian attributes.The study generated framework and hypothesis based on the review ofprevious literature, developed a scale based on the literature review and theresult of consumer focus group, sent out280questionnaires and received254valid questionnaires. The data is analyzed by confirmatory factoranalysis and logistic regression to test the hypothesis. And finally, the resultsof empirical study were discussed. The main conclusions are as followings:(1) Temporal orientation has significant prediction on the choicebetween hedonic and utilitarian attributes. Present temporal orientation hassignificant positive prediction on the hedonic attribute and a significantnegative prediction on the utilitarian attribute. Future temporal orientationhas significant positive prediction on the utilitarian attribute and a significant negative prediction on the hedonic attribute.(2) Three dimensions of SWB, which is psychological development,life satisfaction, and physical and psychological healthiness have beenproved their significant prediction on the choice between hedonic andutilitarian attributes. High level of SWB has significant positive predictionon the hedonic attribute and a significant negative prediction on theutilitarian attribute, while low level of SWB has significant positiveprediction on the utilitarian attribute and a significant negative prediction onthe hedonic attribute. Psychological development has strongest prediction onthe choice between the hedonic and utilitarian goods.