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Materialism and purchase-evoked happiness: A moderated mediation model of purchase type and purchase’s impact on self

Jingyi Duan
한국마케팅과학회 (Korean Scholars of Marketing Science)|2020.03|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제30권 제2호|pp. 170-187|DOI https://doi.org/10.1080/21639159.2019.1700150

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키워드

consumer behaviorMaterialism消费者行为product typeconsumer experience物质主义purchase-evoked happiness消 费者体验产品类型购买 诱发的快乐
주제분류경영학

초록

Although it is suggested that materialism value leads to more pur￾chase-evoked happiness, limited research has investigated the under￾lying mechanism of the relationship. The purpose of the paper is to fill the research gap, demonstrating how materialism increases purchase￾evoked happiness. Two surveys with a student sample (n = 112) and an Amazon Mechanical Turk sample (n = 207) were conducted. Bootstrapping analysis was used to examine the data. The findings identify the mediating role of purchase’s impact on self plays between materialism and purchase-evoked happiness, and reveal that purchase type (material vs. experiential purchase) moderates the mediation. For material purchases, higher-materialism value leads to more perceived impact of the purchases on self, which in turn, results in more pur￾chase-evoked happiness. For experiential purchases, there is no such mediation effect of the purchases’ impact on self between materialism and purchase-evoked happiness. This paper is the first research pro￾viding empirical support for materialists’ belief that material posses￾sions influence them personally and identifying the mechanism under which materialism increases purchase-evoked happiness. It expands the research on materialism and purchase type by showing that materialism as a personal value interplays with purchase type in influencing how happiness is obtained from purchases.

Abstract

Although it is suggested that materialism value leads to more pur￾chase-evoked happiness, limited research has investigated the under￾lying mechanism of the relationship. The purpose of the paper is to fill the research gap, demonstrating how materialism increases purchase￾evoked happiness. Two surveys with a student sample (n = 112) and an Amazon Mechanical Turk sample (n = 207) were conducted. Bootstrapping analysis was used to examine the data. The findings identify the mediating role of purchase’s impact on self plays between materialism and purchase-evoked happiness, and reveal that purchase type (material vs. experiential purchase) moderates the mediation. For material purchases, higher-materialism value leads to more perceived impact of the purchases on self, which in turn, results in more pur￾chase-evoked happiness. For experiential purchases, there is no such mediation effect of the purchases’ impact on self between materialism and purchase-evoked happiness. This paper is the first research pro￾viding empirical support for materialists’ belief that material posses￾sions influence them personally and identifying the mechanism under which materialism increases purchase-evoked happiness. It expands the research on materialism and purchase type by showing that materialism as a personal value interplays with purchase type in influencing how happiness is obtained from purchases.

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