Enjoyable Effort:The Role of Eudaimonia in Consumer Satisfaction with Craft Consumption
Craft consumption,as a typical consumer Do-It-Yourself (DIY) activity and co-creation consumption is on the rise.While pleasure is an important factor in DIY in general and craft consumption in particular,such pleasure goes beyond mere hedonic enjoyment and focuses on the feeling of accomplishment and self-expression.It is more inspiring than purely sensory.In this research,we draw on literature in psychology and propose eudaimonia,which is the feeling of personal expressiveness,as the key concept in understanding consumer experiences in DIY in general and craft consumption in particular.A survey study and an experiment study were done to test the conceptual model and the results showed that in craft consumption,eudaimonia and hedonic enjoyment are two different forms of happiness and co-exist during the process.More specifically,eudaimonia influences satisfaction through both the hedonic enjoyment and the boost in consumers’ self-evaluation and hence indirectly influence repurchase intention.Our findings not only contribute to literature in consumer hedonic consumption by distinguishing eudaimonia from hedonic enjoyment,but also contribute to literature in co-creation and consumer DIY by identifying eudaimonia as a key construct in consumer craft consumption influencing subsequent satisfaction and intention to continue the activity.
Customer co-creation craft consumption hedonic enjoyment eudaimonia
郑秋莹 范秀成 Lan Xia
北京中医药大学 100029 复旦大学管理学院 Bentley University
国内会议
北京
英文
1-39
2013-08-16（万方平台首次上网日期，不代表论文的发表时间）