소비관련 감정 , 만족 , 그리고 제품태도간의 구조적 관계

다국어 초록 (Multilingual Abstract)

This study examines the structural relationships between consumption-related emotions, their antecedents, and consequences. More specifically, it investigates how cognitive factors like expectation, perceived performance, and congruency and emotional factors comprising positive and negative emotions influence satisfaction and attitudes. The authors propose a structural model comprising all these constructs. Data were collected twice in a longitudinal manner from 136 respondents in a coffee shop and were analyzed by Lisrel 8.12. The empirical result indicates that the proposed model fits the data pretty well. The findings can be summarized as follows: First, expectations appeared to have a positive effect on perceived performance and a negative effect on congruency. In addition, the effect of expectations on satisfaction was mediated by perceived performance and congruency. Second, perceived performance appeared to positively influence congruency and satisfaction. Third, congruency had a positive effect on satisfaction. Fourth, the effect of positive consumption-related emotion on satisfaction was positive and statistically significant while the effect on attitudes appeared to be positive but not statistically significant. The effects of negative emotion on satisfaction and attitudes were negative as hypothesized, but not statistically significant. Finally, satisfaction appeared to have a positive effect on attitudes as hypothesized. Theoretical contributions, limitations, and future research directions are discussed at the end of the paper.