Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Application of Motivation-Hygiene Theory and Kano Model to Investigate Dimensionality of Consumers' Satisfaction and Dissatisfaction with Social Commerce

동기위생이론과 Kano 모델을 적용한 소셜커머스의 만족과 불만족 차원 연구

  • Gao, Yan (Dept. of Clothing & Textiles, Graduate School, Inha University) ;
  • Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
  • 고염 (인하대학교 의류학과 대학원) ;
  • 이현화 (인하대학교 의류디자인학과)
  • Received : 2013.12.30
  • Accepted : 2014.05.26
  • Published : 2014.06.30
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Abstract

The present study investigated the dimensionality of satisfaction and dissatisfaction as well as evaluated the effects of social commerce characteristics on satisfaction and dissatisfaction. The conceptual framework of the study was built on Herzberg's motivation-hygiene Theory and the Kano Model. We gathered 519 data by social commerce users through an online survey and used SPSS 20.0 for the analysis. The findings showed that satisfaction and dissatisfaction are two distinct constructs; in addition, nine characteristics of social commerce were derived from factor analysis. Among the nine factors of social commerce characteristics, diversity had a positive influence only on satisfaction and uncertainty had only a positive impact on dissatisfaction; however, price discount, product quality and transaction safety, influenced both satisfaction and dissatisfaction. There were several factors that had no significant influence on both satisfaction and dissatisfaction. The findings of the study support Herzberg's motivation-hygiene Theory and the Kano Model. The present study helps social commerce managers establish a plan to maximize factors that influence consumer satisfaction and minimize the factor influencing dissatisfaction.

Keywords

References

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