An Empirical Study on Consumer Happiness Affecting Consumer Purchase Intention

In recent years, increasing attention has been paid to the consumer’s happiness in both academic research and actual marketing practice. Compared to consumer satisfaction, consumer happiness can bring not only actual objective benefits for consumers, but also subjective consumption values by providing them with the pleasing emotional experience, which is conveyed by purchase behavioral. This paper proposes that consumers' subjective feelings can make a consumer happy during the purchase process and also successfully persuade them to desire the actual product. For this purpose the questionnaires were conducted. it can be concluded that the real reason for persuading consumers to buy is not merely the objective satisfaction that consumers gain, but consumer happiness which can be induced by actually arousing consumers' subjective feelings.