基于幸福导向的冲动购买对消费者幸福感的影响研究

doi:10.15936/j.cnki.1008-3758.2025.01.009

东北大学学报（社会科学版） ›› 2025, Vol. 27 ›› Issue (1): 76-87.DOI: 10.15936/j.cnki.1008-3758.2025.01.009

基于幸福导向的冲动购买对消费者幸福感的影响研究

杨丛丛1，李雪欣1，张楠2

（1. 辽宁大学商学院，辽宁沈阳 110036； 2. 辽宁大学新华国际商学院，辽宁沈阳 110036）

收稿日期:2023-11-15 修回日期:2023-11-15 接受日期:2023-11-15 发布日期:2025-02-10
通讯作者: -
作者简介:杨丛丛，辽宁大学博士研究生；李雪欣，辽宁大学教授，博士生导师；张楠，辽宁大学讲师，管理学博士。
基金资助:
教育部人文社会科学研究规划基金（23YJA630030）；辽宁省教育厅高校基本科研项目（LJ112410167050）；辽宁省研究生教育教学改革研究项目（LNYJG2024331）。

Research on the Impact of Happinessoriented Impulse Buying on Consumer Happiness

YANG Congcong1， LI Xuexin1， ZHANG Nan2

（1. Business School, Liaoning University, Shenyang 110036, China; 2. Sunwah International Business School, Liaoning University, Shenyang 110036, China）

Received:2023-11-15 Revised:2023-11-15 Accepted:2023-11-15 Published:2025-02-10
Contact: -
About author:-
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摘要/Abstract

摘要： 冲动购买对消费者幸福感的影响日趋重要。聚焦于购买情境下的消费者幸福感，基于幸福导向视角，通过三个实验验证了冲动购买对消费者幸福感的不同影响。研究发现：相比于无冲动购买，冲动购买会给享乐主义幸福导向者带来更高的消费者幸福感，给实现主义幸福导向者带来更低的消费者幸福感；自我概念清晰性在幸福导向和冲动购买对消费者幸福感的交互影响中起中介作用；消费者在回忆过去远距离的远视选择时，对于两种幸福导向者而言，相比无冲动购买，冲动购买均会给他们带来较高的消费者幸福感。

关键词: 冲动购买；幸福导向；消费者幸福感；自我概念清晰性；远视选择时间距离

Abstract: The impact of impulse buying on consumer happiness is becoming increasingly important. Focusing on consumer happiness in the context of purchasing, based on a happinessoriented perspective, three experiments were conducted to verify the different effects of impulse buying on consumer happiness. The results show that compared with nonimpulse buying, impulse buying brings higher consumer happiness to hedonistic happinessoriented individuals and lower consumer happiness to eudaimonic happinessoriented individuals. Selfconcept clarity mediates the interactive effects of happiness orientation and impulse buying on consumer happiness. When consumers recall distant hyperopic choices from the past, for both types of happinessoriented individuals, impulse buying brings them higher levels of consumer happiness compared with nonimpulse buying.

Key words: impulse buying; happiness orientation; consumer happiness; selfconcept clarity; temporal distance for hyperopic choice

中图分类号:

F572

杨丛丛1，李雪欣1，张楠2. 基于幸福导向的冲动购买对消费者幸福感的影响研究[J]. 东北大学学报（社会科学版）, 2025, 27(1): 76-87.

YANG Congcong1， LI Xuexin1， ZHANG Nan2. Research on the Impact of Happinessoriented Impulse Buying on Consumer Happiness[J]. Journal of Northeastern University(Social Science), 2025, 27(1): 76-87.

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基于幸福导向的冲动购买对消费者幸福感的影响研究

Research on the Impact of Happinessoriented Impulse Buying on Consumer Happiness

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