关键词: 享乐性消费, 家庭分工, 家庭消费决策, 感知公平

Abstract: The contribution imbalances between wives and husbands commonly exist in the face of various family joint tasks. However, existing literature rarely focuses on the influence of contribution imbalance on consuming behavior. Therefore, this study will systemically illuminate: (1) From a dynamic equity perspective, examine how the family contribution imbalance influences hedonic consumption; meanwhile, examine the mediating role of perceived equity;(2)Based on the husband-wife dyadic model, verify the dual mediating role of guilt and self-reward, exploring the effect’s underlying mechanism; (3)Based on the moderating effect of task type, gender role concept, partner emotional support, and gender equality culture, identify different equity theories that can be adopted in which way and conditions. Thus, this study will bring further insights into spousal joint consumption, lead to a comprehensive understanding of equity theory, and provide marketing guidance for enterprises targeting family buyers.??