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基于自我决定理论,本研究考察了体验购买与实物购买这两种购买方式与个体享乐幸福感和意义幸福感的关系,并探索了个体的关系需要满足在其中的中介作用。采用回忆范式启动不同购买经历之后,被试依次完成关系需要满足问卷、享乐幸福感与意义幸福感量表。结果显示,体验购买组的享乐幸福感和意义幸福感都显著高于实物购买组;关系需要满足程度在购买类型与享乐幸福感、意义幸福感的关系间分别起到中介作用,这表明购买类型通过满足个体的关系需要进而提升其享乐幸福感和意义幸福感水平。
Based on self-determination theory, this study examines the relationship between experiential purchase and in-kind purchase and individual pleasure and sense of happiness, and explores the relationship between individuals need to meet the intermediary role in them. Using the recall paradigm to start different buying experiences, subjects completed the relationship in turn need to meet the questionnaire, happiness and sense of happiness happiness scale. The results showed that the pleasure-seeking happiness and the sense of happiness of the experiential buying group were significantly higher than those of the physical purchasing group. The degree of satisfaction of the relationship played an intermediary role in the relationship between the buying type, pleasure happiness and meaning happiness, indicating that the purchase type By satisfying the individual’s relationship needs to further enhance its happiness and sense of happiness level of meaning.