스마트폰 디자인 만족속성과 소비자 감동- 삼요인 소비자 만족 모델의 적용 -

Abstract

There is increasing evidence that product attributes fall into three factors (basic, performance, and excitement factors) which asymmetrically affect overall satisfaction. In this context, this study offers a categorization of attribute satisfaction with smartphone design by applying Three Factor Model of Satisfaction. In order to detect the asymmetric relationships between the smartphone design satisfaction attributes and overall satisfaction, one set of dummy variables was created and used to quantify satisfiers, while another set was created to quantify dissatisfiers. Based on this recoding, multiple regression analysis was conducted to quantify the asymmetric effects. The research showed that among the variables whose smartphone design satisfaction attributes have significant effects on overall satisfaction, the ones with high levels of satisfaction were color, function, usability, and emotion. On the other hand, it was analyzed that five attributes with low satisfaction levels - form, color, texture, function and usability - have a significant effect on overall satisfaction. On the basis of these results, form attribute and texture attribute are identified as basic factors, color attribute, function attribute, and usability attribute as performance factors, emotion attribute and value attribute as excitement factors. Therefore, it is expected that marketers will be able to identify the satisfaction attribute which leads to the increase in consumer delight, and the decrease in the overall dissatisfaction, and then utilize them to improve product design.