摘要
随着民众生活水平的提高及心理需求的增加,越来越多消费者不再满足于物质消费或被动娱乐消费,而希望通过参与产品的生产过程以追求更高层次的心理体验。本研究提出生产性消费这一议题,关注诸如手工DIY、采摘、垂钓等需要顾客利用自身知识、技能,通过劳动将商业化产品作为原料或工具生产自己想要结果的消费现象,借助积极心理学"实现型快乐vs.享受型快乐"的最新研究成果,采用行为实验、实证调查及神经营销学等多种研究方法,深入解读顾客在生产性消费过程中付出辛苦却乐在其中的心理体验机制,并从企业产品或服务设计的角度,关注顾客参与生产过程中快乐感的形成机制,及其对消费决策和购买行为的影响。预期成果有助于了解顾客在生产性消费这一新兴消费现象中的心理感受和需求,帮助相关企业更加科学有效地进行体验产品的开发与管理。
Because of improvements in living standards and the expansion of psychological needs, increasing numbers of consumers are no longer satisfied with mere material consumption or passive forms of entertainment. Instead, they want to participate in production, which leads to a more spiritual experience. Our project focuses on productive consumption through hobbies such as DIY, crafting, or fishing, during which a person uses any number of mass-produced products as raw materials or tools for the creation of a new self-consumed product. Using happiness theory, which originated from positive psychology （eudaimonia vs. hedonic enjoyment）, and multiple other methods such as experiments, surveys and neomarketing, we seek to explain why consumers feel happy during such consumption despite the hard work it requires. We are also interested in how consumers＇ perceived happiness during productive consumption can be exaggerated by improving product or service design, and how this perceived happiness influences their buying behavior. Our findings are expected to help companies better understand customers＇ experiences during productive consumption, so that they can effectively develop and manage their experiential products.
出处
《心理科学进展》
CSSCI
CSCD
北大核心
2017年第2期191-200,共10页
Advances in Psychological Science
基金
国家自然科学基金项目(71402009
71572006
71232008)
北京高等学校青年英才计划项目(YETP0801)
北京航空航天大学中央高校基本科研业务费项目(YWF-14-JGXY-005)资助
关键词
实现型快乐感
享受型快乐感
生产性消费
顾客参与
顾客体验
eudaimonia
hedonic enjoyment
productive consumption
customer participation
customer experience
