Relationship Between Consumer Well-being And Subjective Quality Of Life With Moderating Effect From Chinese Traditional Consumption Ideas

In recent years, China has made great progress in economy development, Chinese government has implemented a series of stimulating policies, and accordingly the sellers have created all kinds of marketing measures. But various consumption traps and quality problems appear, so the consumers’well-being has been ruined even if the purchase is made, which has unavoidably damaged the consumers’life quality. Therefore, to improve consumer well-being and subjective quality of life has attracted attention from all sides. Meanwhile the effect from Chinese traditional consumption ideas reveals.At time being, few researches about the relationship between consumer well-being and subjective quality of life can be found in China; more researches are available overseas, but limitations exist:the respective relationships between all aspects of consumer well-being and subjective quality of life need to be further confirmed, and the effect from different consumption ideas in different social cultures upon this relationship waits to be explored.This thesis discusses the respective relationship between all aspects of consumer well-being and subjective quality of life, and introduces Chinese traditional consumption ideas as the moderator upon this relationship. After review of related literatures about well-being, consumer well-being and subjective quality of life, this thesis presumes that consumer well-being affects subjective quality of life positively, and Chinese traditional consumption ideas moderate the relationship between them. This thesis chooses three typical Chinese traditional consumption ideas:face consumption, frugality consumption, harmony consumption.This thesis aims to improve the model of relationship between consumer well-being and subjective quality of life, to attract further research about the effect from consumption ideas, or from culture, upon this relationship, to provide certain scientific basis for policy making and measures taking by government departments concerned and market sellers (especially international companies) so as to improve consumer well-being and subjective quality of life in reality, and to direct a possibly new research direction for social harmony and stability.