产品属性和消费行为变动性对顾客动态满意的影响机制研究——享乐适应的视角

The topic of consumer satisfaction has been of great interest to marketing researchers for tens of years,and previous researches have found that both cognition(on the basis of Expectation Disconfirmation Paradigm) and emotion significantly affect the level of satisfaction.The characteristic of dynamic for satisfaction is a great found which means a lot for marketing researchers and practitioners.Former researches of longitudinal satisfaction mainly based on the perspective of the cognition,no one turns his eyesight on the emotion.Hedonic Adaptation Theory which increasingly interests psychologists,economists,public policy theorists tells us that the pleasure of a new product fade with time.So considering with Emotion-Satisfaction Theory,does abated pleasure influences the judgement of satisfaction?And how?That is one of the questions we want to deal with.Our research plan to centered hedonic adaptaion theory to see the changed emotion's influence on consumer satisfaction judgement.Then we want to explore factors which affect longitudinal satisfaction on the basis of variation which has been proved to be the ultimate element to prevent hedonic adaptation.Exploration develops from both product attributes and consumption behaviors.Product attributes vary from two dimensions:Latitudinal extensibility and longitudinal upgrade in task challenge.Consumption behaviors include two types of intentional activities:Enduring involvement(the interaction between consumer and product) and social interaction(the interaction between consumers).From this research,we try to construct an integrated model of the relationship between the variation of product attributes and consumption behaviors and longitudinal satisfaction,which based on the perspective of hedonic adaptation theory.The results on the one hand help consumers to evaluate product attributes properly when making decisions and behave rightly when using the products,aiming to maximize the enjoyment from products.On the other hand,it will tell marketing practitioners the elements basically affect longitudinal satisfaction judgement,and have important implications for maintaining customer longitudinal satisfaction programs and allocating resource reasonably so as to maximize the return on capital for companies.

关于顾客满意度的研究，已相当成熟，并形成认知和情绪两种路径。而顾客满意的动态特征，正引起越来越多的理论界与实践界的关注。关于动态满意的研究，全部聚焦于认知路径，还未有学者从情绪视角深入探究。因此，本项目基于享乐适应理论，拟从产品属性和消费者两个层面的"变动性"作为切入点，即通过深入考察在消费过程中产品的属性在横向的增加延展性和在纵向的升级挑战性，以及消费者的持续涉入（消费者与产品的互动）和社会互动性（消费者之间的互动），探究它们如何通过享乐适应的中介作用影响顾客的动态满意。研究结果在理论上试图构建一个基于情绪视角的产品属性和消费者的"变动性"对顾客动态满意影响的整合模型。在实践上，一方面有助消费者在选择产品时权衡不同的属性及采取适合的消费行为以实现愉悦值最大化，另一方面有助营销者确定影响动态满意的根本因素，从而优化资源配置，改善营销策略，促进顾客满意水平保持与提升，实现资本收益率最大化。

关于顾客满意度的研究，已相当成熟，并形成认知和情绪两条路径。而顾客满意的动态特征，正引起越来越多的理论界与实践界的关注。过往关于动态满意的研究主要聚焦于认知路径，还未有学者开启情绪视角。因此本项目基于享乐适应理论，考究情绪变动与动态满意的关系。研究从产品属性和消费者两个层面的“变动性”作为切入点，即通过深入考察在消费过程中产品属性的变动性，以及消费者的持续涉入（消费者与产品的互动）和社会互动性（消费者之间的互动），探究它们如何通过享乐适应影响动态满意。研究结果在理论上试图构建一个基于享乐适应视角的产品属性和消费者的变动性对动态满意影响的整合模型。.项目的研究内容分三部分。第一部分是关于享乐适应理论的综述。与此相关文章已发表在《心理科学进展》上。文章首先从享乐适应的内涵、与幸福感的关系、发生机制、减缓方式出发进行文献梳理与评述，接着重点探讨享乐适应理论在消费行为学、经济学、组织行为学等领域的应用研究，以期为个体提升幸福感及企业通过提升消费者与员工的幸福感来强化他们对企业的正面认知提供帮助。.第二部分是从享乐适应视角探究企业如何维持顾客的动态满意。相关成果发表在《Journal of Services Marketing》上。受享乐适应理论启发，文章探究产品属性变动性与消费者的意向行动对维持动态满意的重要作用，并验证了享乐适应效应的中介作用机制。在实践上，一方面有助消费者在选择产品时权衡不同的属性及采取适合的消费行为以实现愉悦值最大化，另一方面有助营销者优化资源配置，提高顾客整体满意水平。.第三部分进一步探究享乐适应效应在消费者情感预测中的作用。相关成果发表在《Journal of Consumer Behaviour》上。文章证实，消费者在预测购买幸福时，往往忽略享乐适应的影响。但通过时间通道上多时间点提示，可唤醒享乐适应的作用。.项目的相关成果，验证了享乐适应普遍存在于消费者购前情感预测与购后情感变化过程中，尤其对购后动态满意度有显著影响。研究从享乐适应理论视角揭示了产品属性在购后满意度中的权重发生变化的作用机理，提出产品属性变动性与消费者互动对维持购后动态满意的重要作用。 .