线上内容平台的会员制消费已初具规模，消费者购买会员时在连续包月和包年套餐资费模式间的选择是一个跨期选择问题。未来自我连续性是心理学研究跨期选择的一个重要入手点，以往研究表明考虑获得奖励时高未来自我连续性的人会更多考虑未来的利益，低未来自我连续性的人会更多考虑当前的利益，但在消费情境下未来自我连续性对于跨期选择的影响还缺乏相关研究。本研究从商业现象出发，引入音乐网站会员与学习网站会员作为享乐品-实用品产品类型，通过两个研究探索未来自我连续性对消费情境下跨期选择的影响，以及享乐品-实用品的产品类型在其中的调节作用。
研究一通过问卷法测量了150名被试的特质性未来自我连续性以及被试在音乐网站会员购买时两水平跨期选择间的偏好，并通过逻辑回归验证未来自我连续性在消费情境中对跨期选择的影响。结果发现未来自我连续性可以正向预测消费情境下的跨期选择（B = 1.922, p < .001）。
研究二通过预研究用问卷法测量30名被试对音乐网站会员与学习网站会员属于实用型产品或享乐型产品类型的认知，并通过正式研究进一步探索未来自我连续性对跨期选择的影响机制以及产品类型在其中的调节作用。预研究结果表明被试认为音乐网站会员属于享乐型产品（t（30）= -3.336, p < .01），学习网站会员属于实用型产品（t（30）= 4.557, p < .001）。正式研究探索200名被试未来自我连续性对跨期选择的影响机制以及产品类型在其中的调节作用。通过在线上问卷中设置阅读任务操纵被试的未来自我连续性为高低两组，加入学习网站会员作为实用型产品产品类型，使用2（未来自我连续性：高/低）x2（产品类型：实用品/享乐品）混合设计。通过两因素重复测量方差分析与简单效应分析进行验证。结果显示产品类型会调节未来自我连续性对跨期选择的影响（F（1, 198）= 25.56, p < .001）：购买享乐品时，高自我连续性的消费者更倾向关注长期损益，低自我连续性的消费者更倾向关注短期损益；购买实用品时，高、低自我连续性的消费者都更倾向关注长期损益（95%CI = [-2.55, -1.64], p < .05）。
综上，研究表明消费者的未来自我连续性可以预测其消费情境下的跨期选择，产品类型会调节未来自我连续性对跨期选择的影响，即购买享乐品时高自我连续性的消费者更倾向关注长期损益，低自我连续性的消费者更倾向关注短期损益；购买实用品时，高、低自我连续性的消费者都更倾向关注长期损益。

The membership consumption of online content platforms has begun to take shape. When consumers purchase membership, the choice between continuous monthly and annual package tariff is a question of intertemporal choice. Future self-continuity is an important point for intertemporal choices in psychological research. Previous studies have shown that people with high future self-continuity will consider future benefits more when considering rewards, and people with low future self-continuity will consider more current interests, but there is still a lack of relevant research on the influence of future self-continuity on intertemporal choices in the background of consumption. Starting from commercial phenomena, this research introduces music website members and learning website members as hedonic and utility products, and explores the influence of future self-continuity on intertemporal choices in the consumption context and the moderating effect of product type in it.
Research 1 measured the trait future self-continuity of 150 participants and the participants’ preferences between two levels of intertemporal choices when purchasing music website members through a questionnaire method, and through logistic regression to verify the influence of future self-continuity on intertemporal choices in consumption situations. The results found that future self-continuity can positively predict intertemporal choices in consumption situations (B = 1.922, p <.001).
The second study used a pre-study questionnaire method to measure 30 participants' perceptions of music website membership and learning website members as practical products or hedonic products, and further explored the influence of future self-continuity on intertemporal choices through formal research The mechanism and the moderating effect of product type in it. The pre-study results show that participants believe that music website members are hedonic products (t(30) = -3.336, p < .01), learning website members are practical products (t(30) = 4.557, p <.001) . A formal study explored the influence mechanism of 200 subjects' future self-continuity on intertemporal choice and the moderating effect of product type in it. Manipulated the future self-continuity of the subjects by setting the reading task in the online questionnaire as high and low two groups, learning website membership as a utility product, use 2 (future self-continuity: high, low) x 2 (product type: utility product, hedonic product) mixed design. It is verified by two-factor repeated measures analysis of variance and simple effect analysis. The results show that product type will adjust the influence of future self-continuity on intertemporal choices (F(1, 198)= 25.56, p <.001): When purchasing hedonic products, consumers with high self-continuity tend to pay more attention to long-term gains and losses, and low self-continuity. Consumers with continuity tend to pay more attention to short-term gains and losses; when purchasing utility products, consumers with high and low self-continuity are more inclined to pay attention to long-term gains and losses (95%CI = [-2.55, -1.64], p <.05).
In summary, research shows that consumers’ future self-continuity can predict their intertemporal choices in the consumption context, and product type will moderate the influence of future self-continuity on intertemporal choices, that is, when purchasing hedonic products consumers with high self-continuity tend to pay more attention to long-term gains and losses, consumers with low self-continuity tend to pay more attention to short-term gains and losses; while purchasing utility products, consumers with high and low self-continuity tend to pay more attention to long-term gains and losses.