Research On The Formation Mechanism Of Happiness And Sustainable Purchase In Typical Hedonic Consumption

With the introduction of service-led logic,the mainstream literature subdivides services into functional services and hedonic services.The existing literature mainly focuses on the division of service types and horizontal development,but there is little literature research on the vertical development of hedonic services.The author has conducted in-depth exploration of hedonic services based on limited time and energies.Quoting Fan Xiucheng's latest point of view:According to the challenge,the happiness that customers get from the hedonic service is subdivided into enjoyment happiness and realization happiness.The greater the challenge of the service,the greater the difficulty,and the happiness generated is mostly realized happiness;on the contrary,the less challenging the service,the smaller the difficulty,the more happiness generated is the enjoyment of happiness,the enjoyment of happiness is the pursuit of comfort,happiness is satisfied without having to pay hard work.On this basis,different types of happiness are connected with the consumer's continuous purchase model.One of the purposes of this paper is to find the variables that most influence consumers' willingness to purchase,so as to provide service providers with strategies to maximize economic benefits and maximize marginal benefits.A large number of studies by existing scholars have proved that enjoyment-type happiness is more likely to bring transactional purchases,and realization-type happiness is more likely to lead to continuous purchases.Research shows that the resources of service providers in the real marketing environment are limited.The research on the rational allocation of resources has achieved outstanding results,but no scholars have studied how to make consumers'enjoyment happiness also stimulate consumption.The willingness to purchase,in order to achieve a reasonable allocation of resources.Therefore,based on the current research situation,from the perspective of economic behavior comparison,combined with the real marketing environment,this paper proposes four mediator variables that influence consumers' willingness to purchase,and believes that when consumers are under the influence of these mediators,Consumers' buying patterns change,from the original transactional purchase to a continuous purchase.Based on the professional literature,this paper quotes the four dimensions of customer perceived value,namely quality value,emotional value,social value and price value.It is believed that in certain circumstances,enjoyment happiness will also trigger consumer sustainability.Specifically,it can be divided into two major studies:enjoyment happiness and continuous purchase,realization happiness and continuous purchase.Two hypotheses of HI and H2 are proposed for the enjoyment of happiness.The valid data is obtained through questionnaire survey,and the professional data processing is combined with SPSS.The two hypotheses proposed are verified and the hypothesis is established.This paper draws the following conclusions:HI enjoyment happiness is positively correlated with customer perceived value,and H2 customer perceived value is positively correlated with continuous purchase.In view of the realization of happiness,H3 and H4 are put forward.The data analysis results show that both H3 and H4 hypotheses are established,and the following conclusions are obtained:H3 realization type happiness is positively correlated with customer perceived value,H4 customer perceived value and continuous purchase are positive Related.The study found that under the customer's perceived value,consumers' willingness to purchase is enhanced.Among them,analysis results show that when consumers get enjoyment happiness,compared with the other three customers' perceived value,the price value has the greatest influence on the consumers' willingness to purchase.When consumers get realized happiness,social value has the greatest influence on consumers' purchasing willingness compared with the other three customer perceived values.These two research conclusions have maximized marginal utility,especially in the marketing environment with limited resources.