Test Of The “experience Consumption Priority Theory”

Consumption(purchasing)behavior is one of the important aspects of a happy life,while consumption type can be seen as the theoretical basis of applied research.Van Boven and Gilovich(2003)proposed consumption of “material-experiential” and created a precedent for this research field.In the process of carefully sorting out related research,this study found its concept and logical confusion,correcting it as “physical-nonphysical” consumption,and at the same time proceeding from the essence of consumption,proposed and defined a new classification of“pragmatic-experiential” consumption category.The Experiential Consumption Recommendation Theory focuses on case differences and the relationship between purchase type and purchase-related well-being,and believes that experiential consumption makes people more enjoyable and has a higher level of purchase happiness.The satisfaction of basic psychological needs is the basis for individual happiness.The experiential buying tendency and material values are individual personality traits or consumption characteristics.Through subsequent research design,the differences in personality traits among different consumption types can be explored.The introduction of these variables,through a combination of 2(freedom,assignment)× 2(recall,imagine),systematically tests the 480 effective samples of “The Experiential Consumption Recommendation Theory”.(1)Correction and division of consumption types.This study corrects the logic errors in the consumption category of material versus experiential in previous studies,and proposes“pragmatic-experiential” consumption based on the essence of consumption,and thus constitutes the“physical-nonphysical” and “pragmatic-experiential” consumption types of cross coordinate system.(2)The preparation and revision of research tools.The scenario materials used in this paper borrowed from and improved the previous research model,combined with the new classification of consumption types in this study,and re-prepared and tested.At the same time,the “Purchase related Well-being Questionnaire”,“Experiential Buying Tendency Scale”,“Material Values Scale” and“Basic Psychology Needs Scale” were partially revised to apply to this study.(3)Differences in purchase related well-being,experiential buying tendency,material values and basic psychology needs.There is no significant difference in the sense of well-being between pragmatic consumption and experiential consumption.When starting with free recall,assigned recall and free imagine,the experiential buying tendency of experiential consumption is significantly higher than that of pragmatic consumption.Under the conditions of free recall and assigned recall,there was nosignificant difference in the material values of consumption type.Under the condition of free imagine,in the central orientation dimension of material values,the score of experiential consumption was significantly higher than that of pragmatic consumption.Under the assigned imagine condition,the pursuit of simple values for the material values of pragmatic consumption is significantly higher than the simple score for the pursuit of experiential consumption.The basic psychology needs did not differ significantly between the two types of consumption when they were recalled freely,imagined freely,and assigned recall.Under the condition of assigned imagination,the self-need for experiential consumption is significantly stronger than the self-need for pragmatic consumption.(4)The test results of "experiential consumption recommendation theory" under different starting conditions for consumption types.Under the four launch conditions,there are one case of "pragmatic-experiential" consumption case differences and three denials of "experiential consumption recommendation theory",while the experiential buying tendency is three kinds of support and one negation of "experiential consumption recommendation theory." Material values and basic psychology needs require unstable results.Purchase related well-being does not support "experiential consumption recommendation theory" under all four conditions.In summary,"experiential consumption recommendation theory" has both supporting and unsupported evidence in this study.However,we still theoretically holds that “the experiential consumption recommendation theory”is a promising theory in China,and it depends on our new achievement in the new era of reform and opening up.