基于变革消费理念的消费者幸福模型研究

A Study on Consumer Well-Being Model Based on Transformative

鉴于新常态经济高质量发展对需求侧提升的现实要求,及变革消费者研究运动的理论趋势,从关注消费者幸福的角度研究消费者行为。在剖析理性内涵的基础上,对消费理性做了"动机-决策"两维度分类,并基于意义建构理论,提出了消费理性与消费者幸福的关系及前因变量模型,旨在促进中国消费者幸福提升的理论研究和实践关注。

Considering the practical calling of the demand side improvement in the New Normal economy characterized with moving toward high-quality development,and the theoretical trend that transformative consumer research emerged as a movement,the current study conducts consumer research from a perspective of consumer well-being.Based on the exploration of the meaning of＂rationality＂,this study classifies consumption rationality into two dimensions（motivation vs.decision）;and proposes a conceptual framework of the relationship between consumer well-being and consumption rationality and its antecedents,based on the Sensemaking theory,in order to advance the research on consumer well-being improvement and the corresponding practical attention in China.