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.

关于消费者行为的一些研究集中于享乐主义和功利主义购物方面的消费者购物倾向。本研究提出了一种不同的视角，以建构水平理论的视角来考察享乐主义和功利主义的购物取向。两项研究的结果表明，享乐主义与较高的功利主义有关，而与较低的解释水平有关（研究1）。因此，个人在享乐购物时倾向于与需求相关的选择，而在以功利主义方式购物时则倾向于与可行性相关的选择（研究2）。研究结果进一步表明，解释水平对购物倾向与选择之间关系的调节作用与解释水平理论一致。