Integrating Research on Purchase Happiness: Predictors, Mediators, and Moderators

Abstract There is considerable research on purchase happiness (i.e., consumer well-being related to shopping and related marketplace experiences). In this paper, we review this research and provide an integrated framework to help quality-of-life scholars conduct future research in this area. We first describe purchase happiness and the metrics related to this construct. This is followed by reviewing research related to the predictors of purchase happiness, namely product-related factors (e.g., purchase of experiences versus material products, purchase of hedonic versus utilitarian products, sustainable and ethical products, and time-saving products), situational factors (e.g., prosocial spending and positive memorable shopping events), and personal factors (e.g., self-congruent products). In describing how these predictors influence purchase happiness, we also review research related to mediators and moderators. We conclude by discussing research gaps that can encourage future research.