中文摘要：

从动态视角研究消费者满意是营销学研究的前沿问题。本文从快乐适应角度考察消费者如何在消费决策过程中获得持续的满意。问卷调查研究发现,尽管不同产品的满意度会随时间的延续下降,但剔除价格变动因素后,由于互动性产品给消费者带来的快乐更不易适应,满意度并未随时间发生明显改变;情感性产品给消费者带来满意容易适应,满意度随时间的推移明显下降;实用性产品并未给消费者带来明显的情感刺激,因此,消费者对这类产品的满意度相对比较稳定。根据快乐适应理论,商品的互动性带来的消费的不易适应性是影响持续满意度的主要因素。本研究的结论为消费者、厂商、政府部门在购买商品、生产产品和制定政策等方面提供建议。

英文摘要：

It is a cutting-edge issue in marketing research on the con-sumer satisfaction from a dynamic perspective.This paper focuses on how consumers achieve sustainable satisfaction in the process of de-cision-making from the perspective of hedonic adaption so as to pro-vide reference for consumers,manufacturers and government.Based on a survey study of six products,this paper finds that： Consumer satisfaction will decline with time passing by;Although the satisfac-tion across different products would decrease over time,the satisfac-tion of interactive products such as digital camera and mobile phone,bringing sense of happiness which is difficult for consumers to adapt,do not vary significantly after controlling the price changes factors.Besides,consumer satisfaction of affective products such as luxury bag and watch,consumer satisfaction would decrease significantly as time elapses since it is easier to be adapted.Utilitarian products,such as microwave and washing machine,do not bring distinct emotion stimulation.And as a result,the consumer satisfaction of utilitarian products is relatively stable;According to Hedonic Adaption theory,the difficulty in consumption adaption caused by the interaction of product is the major factor influencing sustainable satisfaction after controlling price.It puts forward suggestions for consumers,manu-factures and government in commodity purchasing,product manu-facturing and policy making.For consumers,when making product choice decision,they should not only consider satisfaction at purchas-ing time but also total satisfaction for the product use of time.For manufacturers,they should provide sustainable experiences.From one hand,they could improve their services and strengthen relation-ship management so as to slow down the decline speed of consumer satisfaction.From another hand,they should provide more new ver-sion products to motivate consumer to buy new products to increase sustainable satisfaction.For government,they should guide the related industry development reasonably.When