CAJ | 학술논문

基于不同产品属性探讨顾客满意过程。首先通过深度访谈和预研究确定研究框架和研究对象，进而借助问卷调查共收集360个有效样本，利用回归和结构方程模型等方法对数据进行深入分析。研究发现，对于顾客强调功能性属性的产品，其功能性属性对顾客满意将产生更明显的影响；而对于顾客强调享受性属性产品，其享受性属性对顾客满意将会产生更明显的影响。同时研究同一产品的享受性和功能性属性，强调产品在享受性和功能性两方面高于或低于期望水平时对满意产生的影响。
기우불동산품속성탐토고객만의과정。수선통과심도방담화예연구학정연구광가화연구대상，진이차조문권조사공수집360개유효양본，이용회귀화결구방정모형등방법대수거진행심입분석。연구발현，대우고객강조공능성속성적산품，기공능성속성대고객만의장산생경명현적영향；이대우고객강조향수성속성산품，기향수성속성대고객만의장회산생경명현적영향。동시연구동일산품적향수성화공능성속성，강조산품재향수성화공능성량방면고우혹저우기망수평시대만의산생적영향。
The purpose of this research is to investigate simultaneously the impact of the disconfirmations of the two hedonic and utilitarian dimensions of a product on customer＇s satisfaction. A conceptual framework and hypotheses are developed based on deep interview and pre-study. The sample size is 360. Regression and SEM are adopted to analyze the data. Several surveys are conducted and the hypotheses are tested empirically. The main finding is different combinations of hedonic and utilitarian disconfirma- tion which result in different levels of customer satisfaction. Based on the findings, managerial implications, limitations, and further research directions are proposed. The theoretical contributions include： ①examining hedonic and utilitarian attributes on the same product simultaneously, ②emphasizing the influence of hedonic and utilitarian disconfirmation, and ③developing the scales for measuring these two kinds of disconfirmation.