Research on the Influence of Busy and Productivity Orientation on Consumers' Anti-hedonic Consumption Preferences

Abstract

Based on the social background of the rise of anti-hedonic consumption, this paper conducts a study on the factors affecting consumers' anti-hedonic consumption preference. This study used the empirical research method, through the literature combing found that productivity orientation and busy vs leisure state interaction affected consumer emptiness, and then affect anti-hedonic consumption preference. The high productivity makes consumers feel empty in their leisure state and prefer anti-hedonistic consumption. Subsequently, this paper verifies the hypothesis by data analysis methods including experiment and variance analysis, simple slope analysis and regulatory mediation analysis. The conclusions of this study enrich the studies on the anti-hedonic consumption dependent variables. It also provides a reference for the government departments to improve the well-being of different productivity-oriented groups and the anti-pleasure consumption marketing of enterprises. It has a high theoretical value and practical value.