体验消费和实物消费对幸福感的影响

The Effect of Experiential Consumption and Material Consumption on Happiness

摘要: 体验消费是指为了获得生活经历或经验而进行的消费，与其对应的是实物消费，指的是为了拥有物质类商品而进行的消费行为。本研究采用两种研究范式探讨消费类型对幸福感的影响。实验一通过要求被试回忆最近的一次实物或者体验消费，然后通过量表测量其幸福感；实验二要求被试对于一件完全相同的物体根据不同的实物和体验术语，从而想象为不同的消费，然后测量其幸福感。结果表明：与实物消费相比，体验消费更有效促进个体的幸福感。

Abstract: The experiential consumption is defined as the consumption made to acquire life experience, while the material consumption refers to the consumption aiming to get material possession. Using the two kinds of research paradigm, the current research explored the effects of consumption types on happiness. In Experiment 1, subjects were required to recall the most recent material or experiential consumption, and then their happiness was measured through the scale. Subjects of Experiment 2 were required to imagine different consumptions when faced with the same object, based on different materials and experiential terms, and then their happiness was measured. The results showed that compared with material consumption, experiential consumption is more likely to make people happy.