幸福是人类永恒的追求，消费是现代人获得幸福的主要方式。尽管消费者幸福感研究热度持续提升，但该研究领域里尚未形成相对独立的、完整的理论体系。目前，该领域里的研究呈现“多而散”的状态。为了促进该研究领域的发展，本文提出了一个包含研究范式、研究立场、研究主题的三维度理论框架，并结合消费者幸福感领域的具体研究，对该理论框架进行了阐释。最后，基于该框架，本文提出了未来该领域中值得关注的八个研究主题，包括研究范式维度下的消费者实现性幸福感、消费者不幸福感，研究立场维度下的幸福营销战略、消费者幸福感的宏观研究,以及研究主题维度下的时间花费与消费者幸福感、中国消费者及亚文化消费者幸福感、数字技术与老年消费者幸福感、消费者幸福感的结果。

Happiness is the eternal pursuit of human beings, and consumption is the primary way for modem people to obtain happiness. Although the popularity of consumer happiness research continued to rise, a relatively independent and complete theoretical system has not formed. Currently, the research topics within this field is “ many but scattered”. To facilitate the development of this field, this study proposes a three-dimensional theoretical framework involving the research paradigm, research stance and research theme, and explains it based on a selective review. Finally, based on this framework, eight future research topics in this field are proposed, including consumer eudaimonic well-being and consumer unhappiness which belong to the research paradigm dimension, well-being marketing strategy and macro study of consumer happiness which belong to the research stance dimension, time spending and consumer happiness, Chinese and subcultural consumer happiness, digital technology and elder consumer happiness, as well as outcomes of consumer happiness which belong to the research theme dimension.