CAJ | 학술논문

体验购买是指为了获得生活经历或经验而进行的购买，与其相对应的是实物购买，指的是为了拥有物质类商品而进行的消费行为。这两种购买类型对于个体的快乐有着不同的影响，体验购买比实物购买更让人感到快乐和愉悦，其中的原因存在于以下5个方面：体验随时间的推移而改善，变得越来越美好；体验与自我的联系更为紧密；体验购买不易引起社会比较；体验能够满足基本心理需要，尤其是关系需要；体验易于分享。未来研究可以从以下3个方面着手：（1）探索购买类型对快乐感的长期影响以及对不同取向幸福感的作用，体验优先的适用范围；（2）改进现有回忆和想象的研究范式，提高生态效度；（3）结合我国实际情况开展购买类型与快乐感的本土化研究。
체험구매시지위료획득생활경력혹경험이진행적구매，여기상대응적시실물구매，지적시위료옹유물질류상품이진행적소비행위。저량충구매류형대우개체적쾌악유착불동적영향，체험구매비실물구매경양인감도쾌악화유열，기중적원인존재우이하5개방면：체험수시간적추이이개선，변득월래월미호；체험여자아적련계경위긴밀；체험구매불역인기사회비교；체험능구만족기본심리수요，우기시관계수요；체험역우분향。미래연구가이종이하3개방면착수：（1）탐색구매류형대쾌악감적장기영향이급대불동취향행복감적작용，체험우선적괄용범위；（2）개진현유회억화상상적연구범식，제고생태효도；（3）결합아국실제정황개전구매류형여쾌악감적본토화연구。
Experiential purchase refers to the purchase aiming to get life experience, while material purchase is defined as the purchase made to acquire material possession. These two types of purchase influence individuals’ happiness to different extents, such that compared with material purchase, experiential purchase is more likely to make people happy. This difference is out of five potential reasons： unlike material, experience will become better and better as time goes by;there is a stronger relationship between experience （vs. material） and self; experience is less likely to involve in social comparison than material; experience can fulfill individuals’ basic psychological needs, especially the relatedness needs;experience is easier to be shared than material. Despite increasing attention to these two types of purchase, there still are some under-researched topics for future research： a） the long-term impact of different purchase types on individuals’ hedonic well-being and eudaimonia, as well as the applicable conditions of “experience recommendation”; b） improving the extant research paradigms, such as retrospection and imagination, in order to increase the ecological validity of the study; c） conducting the indigenous studies on these two types of purchase and their relationships with happiness under the Chinese context.