消費者満足の原因帰属に関する実験的分析

概要

論文の詳細を見る
The purpose of this experimental study is to find out the causes of consumer satisfaction/dissatisfaction in consumer decision process. The causes of satisfaction/dissatisfaction were identified in the recent purchasing occasions for the four product classes. Then, sixteen scenarios of decesion making were drawn up by combining the ways of information search, price, manufacturer, and assortment in a retail store in the outcomes of satisfaction and dissatisfaction. Subjects were asked to attribute the causes of satisfaction or dissatisfaction to eight items after reading a scenario. The main causes of satisifaction were found to be consumer's effort of information search and product knowledge before purchase. Consumers are likely to be satisfied with buying a brandname product at a standard price in a retail store with rich assortment. Consumers are likely to attribute the causes of their dissatisfaction to the lack of their effort and product knowledge. For inexpensive product purchase, non-brandname products in a poor assortment of a retail store tend to cause consumer dissatisfaction.
静岡県立大学の論文
1995-12-20