The Impact Mechanism Of Escapism Experience On Consumer Well-being

Experience is become more and more important.As a kind of experience,escapism experience often appears in many fields such as tourism,movie activities and sports events.Escapism experience refers to individuals who temporarily escape from real life or existing state,thereby enjoying different experiences and returning to their original lives with the different feelings they have gained.And as two fields of well-being,hedonic well-being and eudaimonic well-being have different meanings.This paper focus on the field of escapism experience and explores the influence of escapism experience on consumer well-being.In this relationship,we put flow and self-esteem as mediators,and social exclusion as a moderator,and explore how escapism experience influence hedonic well-being and eudaimonic well-being.During the National Day of 2018,we went to the Happy Valley in Shenzhen for a two-day on-site data collection.Moreover,this paper uses the structural equation model to test the research model,and mainly uses SPSS and Mplus to analyze the data.Data analysis mainly includes the reliability and validity analysis of variables,common methods bias test,descriptive statistical analysis,path analysis,mediation effect analysis and mediated moderation effect analysis.Through data collection,we collected 322 questionnaires and obtained 294 valid questionnaires after eliminating invalid questionnaires that were not completed.The reliability and validity analysis found that the reliability and validity of the scale are qualified,which can be advanced to the structural model and hypothesis test.First,the path analysis results show that escapism experience has a significant positive impact on flow,self-esteem,hedonic well-being and eudaimonic well-being,flow has significant positive impact on hedonic well-being,and self-esteem has significant positive impact on eudaimonic well-being.Second,the mediation effect analysis reveals that flow mediate the influence of escapism experience on hedonic well-being,and self-esteem mediated the influence of escapism experience on eudaimonic well-being.Third,social exclusion is added as a moderator to test the mediated moderation effect.The results show that mediating effect of self-esteem is moderated by social exclusion,and the mediating effect of flow is not moderated by social exclusion.This paper focus on the escapism experience that often occurs in real life.And this paper builds a structural equation model according to escapism experience as the independent variable,social exclusion as the moderator variable,flow and self-esteem as the mediator variables,and hedonic well-being and eudaimonic well-being as the dependent variables,exploring the influence of escapism experience on different fields of well-being.The research conclusions further enrich the research in related fields and have certain guiding significance for consumers and enterprises.