Research On The Impact Of Consumption Decision Types On Well-being And Its Mechanism

In real life,due to our different consumption concepts and consumption needs,we will choose to buy computers,clothes,cosmetics,daily necessities and other material purchases,we will also choose to go to the movies,travel,eating out,visiting exhibitions and other experiential purchases.What is the relationship between these two types of consumption decisions and well-being?Many researchers have confirmed that compared with material purchases,experiential purchases can bring us more well-being,but there are many boundary conditions waiting to be studied.Based on the perspective of "well-being",this study is divided into two dimensions:subjective well-being and meaningful well-being.The purpose of this study is to study the differences of the influences of different consumption decision types on well-being in different consumption situation and their mechanisms,so as to enrich the existing researches.The study is divided into two parts:Study 1 uses the experimental design of 2(consumption situation:open situation/private situation)× 2(consumption decision type:physical consumption/experiential consumption),exploring the differences in the impact of consumption decision types on well-being in different consumption situation.The results show that:(1)Consumption decision types have a significant effect on well-being in different consumption situation and have interactive effects,and well-being includes subjective well-being and meaningful well-being;(2)In the situation of public consumption,compared with material purchases,experiential purchases are more able to obtain well-being;(3)In the situation of private consumption,compared with experiential purchases,material purchases are more able to obtain well-being.Study 2 is based on Study 1,adding two variables of satisfaction of relatedness needs and social comparison tendency to explore the moderating effect of consumption situation on consumption decision types and well-being and the mediating effect of satisfaction of relatedness needs and social comparison tendency in this moderating effect,and well-being includes subjective well-being and meaningful well-being.The results show that:(1)Consumption decision types have a significant positive predictive effect on well-being.(2)Consumption situation has a moderating effect on the relationship between consumption decision types and well-being.In the situation of public consumption,consumption decision types have a greater predictive effect on well-being;In the situation of private consumption,consumption decision types have a small predictive effect on well-being.(3)Satisfaction of relatedness needs have a mediating effect in the process that consumption situation regulates consumption decision types to affect well-being.(4)Social comparison tendency has no mediating effect in the process that consumption situation regulates consumption decision types to affect well-being.