The Research Of Product Characters And Purchase Types Effects On Happiness

In our daily life,we sometimes buy the large objects such as digital camera andextraordinary products,we also buy the small items such as clothes,shoes and notebooks.We sometimes see the exciting concert,we also see a movie in the movie theater.Although large amount of scholars have proved that the happiness of experiential consumption is higher than that of material consumption,what kind of purchase type will make us happier? In those purchase experiences,some are ordinary and some are extraordinary,which type of them will make us happier?In our traditional view,compared to ordinary events,extraordinary events will make us happier,but is it true that "occasional happiness" in life is really less desirable than some "uncommon" items? Therefore,based on the perspective of happiness,this report will discuss the difference of perceived happiness between different product characters and different consumption types,as well as the effects from social comparison and materialism.Three studies have been carried out in this study.In study 1,we discussed the relationship between the product characters,consumption types and happiness.The results show that there is a significant interaction effect between product characteristics and consumption types.For material purchase,compared with extraordinary products,ordinary products can make consumers perceive more happiness.For experiential consumption,happiness caused by extraordinary experience is significantly higher than that of the ordinary experience.At the same time,product characteristics has a significant influence on experiential consumption than that of material consumption.In study 2,we explored the mediating effect of social comparison.The result shows that there is partial mediation effects on the influence process of product characteristics,consumption types and consumption happiness.When the consumption type is material consumption,social comparison tends to play a negative mediating role on the process of product characteristics,consumption types and happiness.When it comes to experiential consumption,social comparison tends to play a positive mediating role on the process ofproduct characteristics,consumption types and happiness.In study 3,we explored the moderating effect of materialism.The result shows that the moderating effect of materialism on product characteristics,consumption types and consumption happiness is extremely significant.For consumers with lower level of materialism,extraordinary experiential consumption can make consumers happier.While for the consumers with higher level of materialism,ordinary material consumption can make consumers feel more happy.Finally,we summarize the experimental results,put forward theoretical significance and research innovation point.What's more,we also analyzes the research limitations and future prospects.