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| A Study on Consumer Well-Being Model Based on Transformative |
| LI Qianqian，XUE Qiuzhi |
| 1. Shanghai University, Shanghai, China; 2. Fudan University, Shanghai, China |
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Abstract Considering the practical calling of the demand side improvement in the New Normal economy characterized with moving toward high-quality development, and the theoretical trend that transformative consumer research emerged as a movement, the current study conducts consumer research from a perspective of consumer well-being. Based on the exploration of the meaning of “rationality”, this study classifies consumption rationality into two dimensions (motivation vs. decision); and proposes a conceptual framework of the relationship between consumer well-being and consumption rationality and its antecedents, based on the Sensemaking theory, in order to advance the research on consumer well-being improvement and the corresponding practical attention in China.
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Received: 29 March 2017
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