The Influences On Consumer Satisfaction Worked By Price Discount,Delayed Consumption And Product Category

With the constantly further research of consuming domain, price discount and consumer satisfaction have become two hot terms researched by many scholars during recent years. However, there is still a question which failed to merit due attention from the researchers:how does price discount on earth influence the consumer satisfaction? Or put it in another way: what is the relationship between price discount and consumer satisfaction? Nevertheless, although research of the relationship between them is an indispensible task to accelerate the development of products sales market and enhance the degrees of consumer satisfaction, relevant researches are devoid of further theoretical support.Therefore, facing the problem above, this paper made a great effort to research how the three main factors, price discount, delayed consumption and product category, influence the consumer satisfaction respectively. This research conducted two experiments and both of them adopted the method of situation simulation. The first experiment tried to investigate the different effects on consumer satisfaction worked by price discount under the condition of delayed consumption or not. The second experiment tried to analyze the different effects on consumer satisfactions of different categories worked by price discount. In the aspect of examinees, they are all Psychology majors from Hunan Normal University. And in the aspect of measurement, both experiments adopted the Fornell Questionnaires to measure the consumer satisfaction. In addition, as for the data processing, both experiments adopted the SPSS21.0 to measure the ANOVA and examine the Interactions in order to discuss how price discount influences the consumer satisfaction.Finally, experimental results are gathered as bellows:1. Under the condition of timely consumption, price discount can enhance both the average and total consumer satisfactions;2. Under the condition of delayed consumption, price discount can reduce both the average and total consumer satisfactions;3. As the research results of product categories show, the consumer satisfaction showed by buying complicated products is higher than that of buying habitual products.4. As for different kinds of products, the differences on both the average and total satisfaction worked by price discounts are notable.