本文首先简要回顾了对主观幸福感和消费者幸福的研究,然后结合我国国情,提出了主观幸福感和消费者幸福未来的研究方向,为我国消费者幸福的本土化研究提供了借鉴。 This paper first briefly reviews the research on subjective well-being and consumer happiness, and then puts forward the research directions of subjective well-being and the future of consumer happiness in light of our country’s national conditions, which provides a reference for the localization of Chinese consumers’ happiness.