摘要:消费者在消费购物的过程中，做出选择判断时通常会受到产品功利性属性和享乐性属性的影响。功利性属性的产品以带来实际功能价值为主，主要向消费者让渡基本功能和作用；享乐性属性的产品以产生愉悦体验为主，向消费者让渡更多的体验、乐趣和刺激。消费者以功利主义和享乐主义为基础对产品属性进行选择评价，进而做出不同倾向的消费选择行为。

　　　时间导向是指个人对过去、现在或未来的相对重视程度。每个人对时间都有自己的感知，有的人重视过去，有的人更看重现在，有的人认为未来很重要。长期以来的研究，关于时间导向的研究还是主要集中在心理学方面，没有把时间导向广泛的应用到消费和市场营销领域。在不同生活方式的影响下，消费者的消费态度是否会受到影响？是否会进一步影响消费者的消费行为？进一步研究这些问题，有助于深入探究消费者功利主义和享乐主义的消费选择。

　　　所谓生活方式就是人如何生活。那么在不同时间导向的影响下，消费者的消费选择是否会有所改变？生活方式和时间导向之间又有什么联系？这些问题的深入研究，可以更全面的了解时间导向、生活方式和功利主义/享乐主义消费选择三者之间的联系。

　　　通过探讨功利性/享乐性消费态度影响因素，对企业改进营销策略，合理配置企业资源，提升企业竞争力都具有指导意义。

关键词：产品属性；功利性；享乐性；时间导向；生活方式

Abstract:Consumer choice could be driven by hedonic and utilitarian factors in the consumer.Utilitarian attributes to bring real functional value to consumers transferring the basic functions and roleUtilitarian attributes products bring the value of the actual function, transferring the basic function and role to consumers; hedonic property products are mainly a pleasurable experience, transferring more experience, fun and excitement to consumers.Based on the dimensions of hedonism and utilitarianism, consumers evaluate product attributes, and exhibit different consumer choose attitudes toward.

　　　Time-oriented personal past, present or future relative importance. Each person has their own perception of time, and some people focus on the past, some people pay more attention to present, and some people think that the future is very important.A long time, the time-oriented research is mainly concentrated in psychology, there is no time-oriented widely applied to the field of consumer and marketing.Under the influence of the different way of life, the consumer's attitude will be affected? Will further affect consumer’s behavior?Studying these issues further contributes to delve into the consumer utilitarian and hedonistic consumer choice.

　　　Way of life is how to live.Under the influence of the different time-oriented, the consumer's choices will change?What is the connection between lifestyle and time-oriented?In-depth study of these issues, we can be more comprehensive understanding the correlation of time-oriented, lifestyle and utilitarianism / hedonistic consumer choice.Explore the utilitarian / the hedonic consumer attitudes influencing factors, guiding significance for enterprises to improve their marketing strategy, the rational allocation of corporate resources, enhance the competitiveness of enterprises.

Keywords: product attributes; utilitarian; hedonic; time-oriented; lifestyle