A Study On The Relationship Between Utilitarian&Hedonic Disconfirmation And Consumer Satisfaction

Customer's purchase decisions will inevitably affected by reason and emotion, customer will consider the utilitarian and hedonic dimension of a product (or service) inevitablely. Attributes innovation is common to see in new product development and old product upgrading, previous studies mostly focus on different products, which will be hard to provide product improvement suggestions at the micro level.Given the fact that any products have more or less utilitarian and hedonic attributes, in this paper, we take laptop as an example, researched the relationship between utilitarian/hedonic disconfirmation and consumer satisfaction, this empirical study is based on factor analysis, variance analysis and structural equation model analysis.Results find that a positive disconfirmation in utilitarian and hedonic dimension will result in low-level satisfaction; a negative disconfirmation in utilitarian dimension and a positive disconfirmation in hedonic dimension will result in high-level dissatisfaction; a positive disconfirmation in utilitarian dimension and a negative disconfirmation in hedonic dimension will result in high-level satisfaction; a negative disconfirmation in utilitarian and hedonic dimension will result in low-level dissatisfaction; disconfirmation in utilitarian will positively relevant to disconfirmation in hedonic.