Exploring Life Satisfaction Among Subsistence Migrant Consumers: A Case in China
研究中国农村向城市迁移的生存型消费者，发现经济资源、社会联系和控制感是影响其生活满意度的关键因素，且家庭亲近和社会比较倾向会调节这些影响。
This article adds a new dimension of mobility among subsistence consumers to investigate their well-being during the process of rural–urban migration. Using social production function theory as the theoretic perspective as well as a mixed method, the authors identify three essential drivers that influence the life satisfaction of subsistence migrant consumers: financial resources, social connection, and sense of control (the last of which also mediates the relationship between social connection and well-being). Findings show that family closeness and social comparison orientation moderate the main effects of financial and social resources on life satisfaction. Family closeness enhances the positive effect of financial resources, while social comparison weakens the positive effect of social connection. This research contributes to the literature on subsistence consumers by introducing social production function theory into the subsistence marketplace and adopting a mixed approach to uncover the complexity of the perception of life satisfaction among subsistence migrant consumers.