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

doi:10.15936/j.cnki.1008-3758.2025.01.009

Abstract

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

CLC Number:

F572

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.

References

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