Online shopping enhances the long-term subjective well-being of consumers by increasing their proportion of hedonic consumption; high consumer income can weaken this effect; effect is stronger for rural consumers

Click it, and increase hedonic consumption ratio: How does online shopping improve the long-term subjective well-being of consumers? Jiangzhe Wang, Xingping Jia. Journal of Consumer Behaviour, January 18 2023. https://doi.org/10.1002/cb.2086

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.