摘要
近些年,奢侈品在中国高速增长。1999年中国奢侈品消费份额仅为1%,2004年就上升到12%,低于美国的17%,远低于日本的41%。2009年中国超过美国,仅次于日本,成为世界第二大奢侈品消费国。据世界奢侈品协会最新公布的报告显示,截止2011年12月底,中国已成为全球第一的奢侈品消费国。中国经济的快速发展以及人们中国消费者消费观念的转变使得越来越多的消费者对奢侈品趋之若鹜,但是奢侈品的不断购买真的能增加人们的幸福感和满意度吗?人们再一次陷入了“享乐水车”的困境。对持续满意(动态满意)的研究正是在这样一种背景下展开的。
本研究将主观幸福感的研究,尤其是持续幸福感的研究移植到本研究中来,通过对持续幸福感的关键影响因素——享乐适应的研究(享乐适应是什么,享乐适应的机制,为什么会有享乐适应,如何阻止享乐适应),我们同样发现,它也是影响顾客满意度的一个关键变量。之前并无学者从享乐适应的角度去研究顾客满意,通过对这一新的中间机制的研究,为研究顾客满意提供一个新的视角；其次,从动态的角度去研究享乐适应与满意的关系,把它们放在一个时间段里面来解读和验证。将满意视为一个动态的过程,提出一个新的概念持续满意或者动态满意,满意并非一成不变,在购买产品到使用产品的过程中,产品的满意度是在变化的；再次,将持续满意视为实现人们终极目标——对幸福的追求的一个有效途径,幸福的获取需要从生活的点滴做起,在这样一个背景下,我们的研究也是幸福感研究在消费领域的一个拓展,对主观幸福感的研究也是一项有益的补充。最后,研究中所采用的产品是广义的奢侈品——天然彩色宝石,几乎没有看到对这类产品的研究,也算是从市场营销的角度对天然彩色宝石的研究填补了一项空白吧。
论文通过问卷调查的方式来研究产品属性绩效变动对持续满意的影响机制。该研究通过以234个真实消费者为调查研究对象,采用问卷调查法收集购买时和购买使用一个月的数据,运用SPSS16.0对数据进行分析,探讨了享乐适应在产品属性绩效变动与持续满意之间的中介作用,结果表明：产品属性绩效变动通过享乐适应影响持续满意。同时,考虑到个体的差异,我们探讨了自我监控变量与使用变动性对享乐适应的影响,结果表明：自我监控与使用变动性在产品属性绩效变动与享乐适应之间起调节作用。使用变动性越高,产品属性绩效变动对享乐适应的影响越大；高自我监控者,功能属性绩效变动对享乐适应影响更大；低自我监控着,享乐属性绩效变动对享乐适应影响更大。并对研究结果进行了分析。
研究存在一定的局限性,如时间点的选择少了一些,未来的研究在时间点的选择上可以更多一些——三个时间点或者之上,这样更易于发现享乐适应以及满意度的变化趋势。再者,享乐适应会有文化的差异,不同的文化重视不同的情感。可以比较不同文化背景下,对同一产品的享乐适应是否存在差异,进而影响持续满意,总之,未来还有很多值得去研究和探索的。
One notable change in modern China is people's indulgence on luxury products.The luxury market in China has grown significantly in recent years. It is reported that Chinese luxury consumption was only1%of the global luxury consumption in1999; magically increasing, the percentage jumped to12%in2004with the total number of6billion dollars,less than17%in USA, much lower than41%in Japan. China's craving for luxury is still going strong despite the recent economic downturns that hit many parts of the world. such as Europe and North America, has decreased significantly. Even Japan, once the biggest consumer market for luxury goods, has experienced a drastic decline in luxury sales. By contrast, China's luxury sales climbed. in2009China surpassed the United States, become the second-largest luxury.Maket.China has become the high-growth market. According to the latest2011report released by the World Luxury Association, the percentage arrived25%in2010with10.7billion dollars and It is predicted that China will surpass Japan to become the greatest luxury market of the world in the year of2012.
With strong economic growth in the past ten years and drastic changes in consumption attitudes,,the desire and appreciation for the luxury suppressed in the late part of the twentieth century are again wide awake and alive. but can fever for the luxury really increase the happiness and satisfaction? People are once again caught in a "hedonic treadmill.'the study on sustainable satisfaction is carried out in such a context
The research of subjective well-being, especially research on sustainable happiness is transplanted to my study. Hedonic adaptation affects sustainable happiness as a key fator and we also found that it is a key variable affecting customer satisfaction. Little scholars studys customer satisfaction from the perspective of hedonic adaptation.Firstly, we can provide a new perspective for customer satisfaction through the study of the new intermediate mechanisms; Secondly, reviews of the literature have noted that the majority of product attributes and satisfaction research reflects a static approach that fails to capture the dynamic nature of product attributes and satisfaction process. Further, we put forward a new concept of sustainable satisfaction or dynamic satisfaction, satisfaction is not static.It is dynamic. People can use sustainable satisfaction as an effective way to realize their pursuit of happiness, in such a context, our research is a useful supplement to SWB Finally, the product used in this study is the colored gemstones which are little considered from a marketing perspective,so our study fills a gap in the study of natural colored gemstones.
We studys how changes in product attributes performance impact suatainable satisfaction through questionnaires. We uses questionnaires to collect longitudinal data and use SPSS16.0to conduct data analysis, exploring hedonic adaptation mediating the relationship between product performance change and sustainable satisfaction. Hypothesis was tested with Multiple regression analyses. At the same time, taking into account individual differences, we explored how self-monitoring impacts hedonic adaptation, Results indicated that self-monitoring variable significantly moderate the relationship between product performance change and hedonic adaptation.At last,we test whther product usage moderate the relationship between product performance change and hedonic adaptation. Results indicated that hypothesis was tested.The research results are analyzed.
The study has some limitations, An limitation concerns our study's relatively short duration (4weeks), it may be that large and significant events (i.e., acquiring a luxury) have the best chance of having sustained long-term impact, to the extent that the person continues to appreciate those changes and experience them in varied and surprising ways. In future we need to pick three time points or above, and it is easier to find the change of hedonic adaptation and satisfaction trend. Furthermore, A growing body of research has shown that there are distinct differences in the hedonic adaptation between nations that can be explained to some extent by the effects of culture. cultural differences do exist, as evident by the fact that there is a substantial difference in which emotions are valued across cultures and to what extent emotional arousal is desired. Further research is required in order to pinpoint how culture affects hedonic adaptation across the globe and thereby what is difference in sustainable satisfaction. While the data reviewed in this paper reveal important evidence on the causes and effects of sustainable satisfaction, much research is still needed for a more comprehensive view on how hedonic adaptation and sustainable satisfaction functions in societies.
引文
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