본 연구는 소비자행복과 관련된 개인적 특성과 소비맥락, 소비유형을 파악함으로써 소비상황에서 소비자행복을 향상시킬 수 있는 요인을 살펴보았다. 연구결과, 첫째, 독립적 자기해석 소비자는 소비의 개인맥락에서 소비를 할 때 더 행복하고, 상호의존적 자기해석 소비자는 공유맥락에서 소비를 할 때 더 행복한 것으로 나타났다. 둘째, 독립적 자기해석 소비자는 개인맥락에서 물질소비를 할 때 경험소비 때처럼 행복하였고, 셋째, 상호의존적 자기해석 소비자는 공유맥락에서 물질소비를 할 때 경험소비 때처럼 행복하였다. 본 연구결과는 소비자행복을 극대화하기 위해서는 소비자 개인의 자기해석 수준에 따라 강조해야하는 소비유형과 소비맥락이 상이함을 시사한다.
The present study investigates how purchase type, purchase context, and self-construal influence consumer happiness. As a result, participants who have independent self-construal show greater happiness when they spend money for themselves without others. Conversely, participants with interdependent self-construal show greater happiness when they purchase with other people and share their purchases with others. Although existing research on consumer happiness has mostly suggested that experiential purchases make consumers happier than material purchases, the present research finds that material purchases make consumers happy like experiential purchases within some interactions of purchase context and self-construal. Participants with independent self-construal feel happy when they purchase material goods in the individual context. In contrast, participants with interdependent self-construal feel happy when they spend money for material goods in the social context.
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