Study On The Impact Of Couple Relationship Intensity On Experience-based Consumption

Since deepening the reform and opening-up,the modernization level of China’s economy and socialist productive forces has improved significantly on the whole,and the people’s material living conditions have improved significantly.All aspects have entered the world’s leading level,and the eager yearning for a better life has become stronger,thus promoting the transformation of consumers’ needs from physiological needs to spiritual needs.On this basis,the experience economy has made great progress,and the importance of experience marketing in the market has become increasingly prominent.Domestic research on consumers’ experiential consumption is just beginning to rise,and the relational decision-making in the process of experiential consumption has not been deeply discussed.In this paper,the research situation is limited to the experiential consumption activities of couples in the manual experience hall on Valentine’s Day.By analyzing the influence of the relationship strength between couples on experiential consumption in this situation,we can provide better marketing suggestions for businesses and enterprises.Different from other consumption scenes,Valentine’s Day is a holiday shared by two lovers,and its meaning is to enhance the relationship between them.Therefore,it is of great theoretical and practical significance to study the influence mechanism of related decision-making on experiential consumption in Valentine’s Day.In this study,firstly,the relevant researches at home and abroad are sorted out,and consumers who have experienced experiential consumption are interviewed in depth.On this basis,the influence model of relational decision-making on experiential consumption is constructed.Through the study of relevant literature,combined with the development status of experiential consumption trend in China,the measurement indicators of various variables are formed.The test results of reliability and validity show that the scale is suitable for the consumption habits of Chinese consumers.Finally,403 questionnaires were distributed to the respondents by the network research platform,and 381 valid questionnaire samples were obtained.The data were used for background variable analysis and model hypothesis testing.In this study,various mathematical statistical methods such as reliability analysis,validity analysis,structural equation model analysis and hierarchical regression analysis are used to verify the theoretical model and research hypothesis.The results show that relationship strength(including intimacy,interdependence and mutual strength)will have a significant positive impact on experiential consumption willingness,and indirectly affect experiential consumption behavior through experiential consumption willingness.The more consumers’ personality traits are inclined to hedonism,the more positive the relationship strength has on experiential consumption willingness.On this basis,the corresponding marketing suggestions are put forward.