休闲消费的享乐性/功用性态度研究

A Study on HED/UT Attitude towards Leisure Consumption

休闲及休闲消费在国内日益兴起,但国内关于人们休闲或休闲消费的行为研究却显得不足。本文是从消费者行为学的角度,对国内消费者休闲消费的态度及其对休闲消费行为的影响所作的研究。本文尝试从消费者享乐性/功用性态度的视角,构建休闲消费的享乐性/功用性态度二维结构,并通过实证检验其对休闲消费意愿的影响,以期此思路能在休闲需求及休闲消费行为研究领域抛砖引玉。本文研究发现,休闲消费的态度具有明显的享乐性/功用性二维结构特征,休闲消费的享乐性态度和功用性态度对休闲消费意愿都具有较为显著的正向影响,功用性态度的影响略大。

Leisure and leisure consumption are becoming increasingly popular in our market, but there lacks studies on leisure and consumers’ behavior in our country. The paper makes a study of the consuming attitude of domestic leisure consumption and its impact on the behavior of leisure consumption from the perspective of consumers’ behavior science. The paper tries to develop a two-dimensional structure of hedonism and functionalism and verifies its impact on the intention of leisure consumption through an empirical testing. The study shows that the attitude of leisure consumption is of obvious characteristics of two-dimensional structure of hedonism and functionalism. Both of the attitudes have more significant and positive impact on the intention of leisure consumption, while the impact of the attitude of functionalism is even larger.