A construal-level approach to hedonic and utilitarian shopping orientation
用解释水平理论重新审视享乐与实用购物导向，发现享乐导向对应高解释水平、实用导向对应低解释水平，且解释水平调节购物导向与选择偏好的关系。
Abstract Several studies in consumer behavior have focused on consumers’ shopping orientation in terms of hedonic and utilitarian shopping. The present research advances a different perspective examining hedonic and utilitarian shopping orientations with the theoretical lenses of construal-level theory. Results from two studies indicate that hedonism relates to higher and utilitarianism to lower construal levels (Study 1). Consequently, individuals tend to prefer desirability-related options when shopping hedonically, and feasibility-related options when shopping in a utilitarian way (Study 2). The findings further show a moderating effect of construal level on the relationship between shopping orientation and choice, consistent with construal-level theory.