Will recalling a purchase increase your well-being? the sequential mediating roles of postpurchase sharing and relatedness need satisfaction

Abstract

To shed light on the underlying mechanisms of the relationship between purchase type and well-being (including hedonic and eudaimonic well-being), this study explored the mediating roles of both postpurchase sharing and relatedness need satisfaction in a Chinese sample. In the current study, participants were required to recall an impressive past purchase and report the level of postpurchase sharing, relatedness need satisfaction, and well-being experienced after the purchase. The results indicated that (a) participants in the experiential purchase group reported higher levels of both hedonic and eudaimonic well-being than did those in the material purchase group, and (b) postpurchase sharing and relatedness need satisfaction sequentially mediated the relationship between purchase type and well-being. Specifically, individuals were more willing to share with others after experiential purchases than after material ones. Therefore, in turn, they experienced higher levels of relatedness need satisfaction, which was conducive to higher levels of both hedonic and eudaimonic well-being.