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Purpose With the development of the economy, Chinese consumers increasingly seek and emphasise hedonic value over utility value when shopping. The purpose of this paper is to examine the relationship between shopping and consumers’ subjective well-being (SWB), the mediation effect of interpersonal relationship satisfaction and the moderation effects of tradition-directedness and trust in strangers on this relationship. Design/methodology/approach This research includes two studies. Study 1 tested hypotheses regarding the effects of general shopping behaviours based on data from the 2012 Survey of the Chinese General Social Survey (n=5,210). Study 2 tested hypotheses regarding the effects of mall shopping based on a questionnaire survey conducted in 2016 (n=251). Findings Results showed that shopping promoted SWB and interpersonal relationship satisfaction mediated this correlation. Findings also revealed that both the direct effect of mall shopping on SWB and the indirect effect through interpersonal relationship satisfaction were contingent on the level of tradition-directedness; the direct effect was significant only at a low level of tradition-directedness. Trust in strangers moderated the effect of mall shopping on interpersonal relationship satisfaction. Originality/value The economy and society in China are changing tremendously, affecting consumers’ values and behaviour. This study highlights one aspect of this change, provides a framework for the exploration of the relationship between shopping and SWB and extends a new understanding of how Chinese consumers’ behaviours and lifestyles are associated.

Empirical mode decomposition (EMD) was adopted to decompose daily COVID-19 infections in Tokyo from February 28, 2020, to July 12, 2021. Daily COVID-19 infections were nonlinearly decomposed into several monochromatic waves, intrinsic mode functions (IMFs), corresponding to their periodic meanings from high frequency to low frequency. High-frequency IMFs represent variabilities of random factors and variations in the number of daily PCR and antigen inspections, which can be nonlinearly denoised using EMD. Compared with a moving average and Fourier transform, EMD provides better performance in denoising and analyzing COVID-19 spread. After variabilities of daily inspections were weekly denoised by EMD, one low-frequency IMF reveals that the average period of external influences (public health and social measures) to stop COVID-19 spread was 19 days, corresponding to the measures response duration based on the incubation period. By monitoring this nonlinear wave, public health and social measures for stopping COVID-19 spread can be evaluated and visualized quantitatively in the instantaneous frequency domain. Moreover, another low-frequency IMF revealed that the period of the COVID-19 outbreak and retreat was 57 days on average. This nonlinear wave can be used as a reference for setting the timeframe for state of emergency declarations. Thus, decomposing daily infections in the instantaneous frequency domain using EMD represents a useful tool to improve public health and social measures for stopping COVID-19 spread.

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