Click it, and increase hedonic consumption ratio: How does online shopping improve the long‐term subjective well‐being of consumers?

Abstract

In the past few decades, consumers across the globe have become heavily reliant on e‐commerce to purchase almost everything, from essential goods to hedonic goods. The prevalence of online shopping has significantly improved the consumption process and, by meeting consumers' needs, likely affects their long‐term subjective well‐being (SWB). Using individual‐level data from the 2018 China Family Panel Studies, this study shows that online shopping enhances the long‐term SWB of consumers by increasing their proportion of hedonic consumption. Consumer income can moderate the effect of online shopping on the long‐term SWB of consumers, such that high consumer income can weaken this effect. In addition, the effect of online shopping on long‐term SWB is stronger for rural consumers than for urban consumers. The authors close with a discussion of the implications of this study's findings for academics and policy makers.

The influence of online information on consumers’ channel migration behavior of fresh agricultural products

“…Product features are important indicators to measure the value of fresh agricultural products. The freshness of the quality, the standardization degree of outer packing and the complete degree of certification are basic for consumers to judge the quality of fresh agricultural products in advance (Watanabe et al, 2021;Wang and Jia, 2023). The more abundant product feature information provided by online channels, the easier it is for consumers to be attracted to online channels for consumption.…”

“…It can also effectively improve the efficiency of communication between buyers and sellers, bringing less turnover links and lower circulation costs. These advantages of online consumption are increasingly recognized by more and more consumers (Guo J. et al, 2022;Wang and Jia, 2023). Especially during the COVID-19 epidemic, online purchase of fresh agricultural products has brought more convenience to consumers.…”