是单纯享乐还是自我实现？顾客参与生产性消费的体验价值研究

With the improvement of living standard and the expansion of psychology needs, more and more consumers are not satisfied with mere material consumption or passive entertainment consumption. They would like to positively participate in production process in order to pursue higher level spiritual experience. Our project focuses on productive consumption, such as DIY craft consumption or fishing, which happens when a person typically takes any number of mass-produced products and employs these as the raw materials or tools for the creation of a new self-consumed product. Based on happiness theory (Eudaimonia vs Hedonic enjoyment) originated from positive psychology and by using multi-methods such as experiment, survey and neomarketing methods, we want to explain and confirm why customers feel happy though they need to work hard during the consumption process. Moreover, we have interest to know how to exaggerate customers’ perceived happiness during productive consumption process by improving product or service design, and how customers’ perceive happiness influence their consumption decision and buying behavior. The results are expected to help firms to get further understanding of customers’ experience during productive consumption, so that they can effectively develop and manage experience products.

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。本课题提出生产性消费这一议题，关注像手工DIY、钓鱼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“实现性快乐vs.享受性快乐”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。预期成果有助于我国企业深入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。

本课题执行过程中紧密围绕“实现型快乐”、“顾客参与”及“体验价值”三个关键字展开。首先区分了实现型快乐和享乐型快乐这两种不同类型的顾客参与体验，发现实现性快乐是决定顾客满意的又一重要因素，并受顾客努力、产品独特性等因素驱动。此结果改变了以往以产品为基础的享乐消费研究范式(实用性vs.享乐性), 重新建构了一种以体验为基础的享乐消费研究范式(享受型快乐vs.实现型快乐)，是对享乐消费研究的推进。其次，本课题探讨了顾客参与即互助行为所带来的积极结果，发现顾客互助可以改变其情绪体验，而且对于遭遇社会排斥的个体来讲，给予比索取对于个体自身幸福感的改变更有效。此结果为服务管理实践打开了新的思路——顾客可作为一种重要的服务资源。再次，本课题关注了负面情绪消费（如购买恐怖食品）的体验价值，发现消费者“吃”这种行为不仅可以解决人们饥饿、享乐的需求，还能激发人的自信框架，进而增加对恐怖的承受能力。项目开展至今共发表科研论文11 篇，其中2篇SSCI 收录论文，分别发表影响因子2.48的国际服务管理顶级期刊Journal of Service Research上和服务管理领域重要期刊Journal of Service Theory & Practice，1篇会议论文获2015营销科学年会优秀论文奖。