Journal of Marketing Science ›› 2023, Vol. 3 ›› Issue (1): 78-97.

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Consumer Happiness: The Theoretical Framework and the Research Prospect

Fan Xiucheng , Chen Xiao,Ruan Yanwen   

  1. Fan Xiucheng,School of Management, Fudan University
    Chen Xiao,School of Management, Fudan University
    Ruan Yanwen,School of Management, Fudan University
  • Online:2023-01-16 Published:2023-08-21

Abstract: Happiness is the eternal pursuit of human beings, and consumption is the primary way for modem people to obtain happiness. Although the popularity of consumer happiness research continued to rise, a relatively independent and complete theoretical system has not formed. Currently, the research topics within this field is “ many but scattered”. To facilitate the development of this field, this study proposes a three-dimensional theoretical framework involving the research paradigm, research stance and research theme, and explains it based on a selective review. Finally, based on this framework, eight future research topics in this field are proposed, including consumer eudaimonic well-being and consumer unhappiness which belong to the research paradigm dimension, well-being marketing strategy and macro study of consumer happiness which belong to the research stance dimension, time spending and consumer happiness, Chinese and subcultural consumer happiness, digital technology and elder consumer happiness, as well as outcomes of consumer happiness which belong to the research theme dimension.

Key words: consumer happiness , subjective well-being , theoretical framework , research prospect