The Influence of Consumer Purchases on Purchase-Related Happiness: A Serial Mediation of Commitment and Selective Information Processing

In the literature on material and experiential purchases, it has consistently been demonstrated that the relationship between the consumer’s purchase type and purchase-related happiness favors experiential purchases. This research aims to extend the literature by examining how experiential purchases lead to greater purchase-related happiness due to the individual’s processing of external information, especially in the online review context. An experiment was conducted to show that experiential purchases lead to greater commitment to decisions and a higher relative reliance on positive reviews (as opposed to negative reviews) than material purchases. The results of a serial mediation test indicate that such differences lead to greater purchase-related happiness. Based on these findings, we can deepen our understanding of the relationship between purchase type and purchase-related happiness from the perspective of information processing.