Browse > Article
http://dx.doi.org/10.5850/JKSCT.2014.38.3.355

Application of Motivation-Hygiene Theory and Kano Model to Investigate Dimensionality of Consumers' Satisfaction and Dissatisfaction with Social Commerce  

Gao, Yan (Dept. of Clothing & Textiles, Graduate School, Inha University)
Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.38, no.3, 2014 , pp. 355-371 More about this Journal
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
Motivation-hygiene Theory; Kano model; Characteristics of social commerce; Satisfaction; Dissatisfaction;
Citations & Related Records
Times Cited By KSCI : 8  (Citation Analysis)
연도 인용수 순위
1 Yao, Y. (2012). (A) Compared research on the effects of users' satisfaction and continuous use attention in social commerce sites: Focusing on social commerce characteristics and personal attributers in Korea and China. Unpublished master's thesis, Chonnam National University, Gwangju.
2 Trend Monitor. (2014, January 10). '얇아진 지갑' 들고 '소셜커머스'를 찾는 소비자들, 향후 지금과 비슷하거나(66.7%) 더 많이(27.5%) 이용할 듯 [Carrying thinner wallet, the consumers seem to use social commerce similar to now (66.7%) or much more (27.5%) in the future]. Trend Monitor. Retrieved March 27, 2014 from http://www.trendmonitor.co.kr/html/01_trend/01_korea_view.asp?IDX=1113&period=&TopSearchList=&TopSearchText=%BC%D2%BC%C8%C4%BF%B8%D3%BD%BA&LeftCategory=&GotoPage=1
3 Woo, S. H., & Hwang, J. S. (2013). The effect of fashion consumer's browsing motives and risk perception on purchase intention in social commerce. Journal of the Korean Society of Clothing and Textiles, 37(6), 772-785.   과학기술학회마을   DOI   ScienceOn
4 Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.   DOI   ScienceOn
5 Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22.   DOI   ScienceOn
6 Moon, T. H., & Park, J. Y. (2007). A study on the effects of excessive price discounts etc. on consumer purchase intention in internet shopping mall. Korea Information Processing Society, 14(4), 395-406.   과학기술학회마을   DOI   ScienceOn
7 Nilsson-Witell, L., & Fundin, A. (2005). Dynamics of service attributes: A test of Kano's theory of attractive quality. International Journal of Service Industry Management, 16(2), 152-168.   DOI   ScienceOn
8 Oliver, R. L., & Swan, J. E. (1989). Consumer perceptions of interpersonal equity and satisfaction in transactions: A field survey approach. Journal of Marketing, 53(2), 21-35.
9 Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the customer. New York: McGraw-Hill.
10 Russell-Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, 60(12), 1253-1260.   DOI   ScienceOn
11 Ryu, S. Y., & Um, S. H. (2008). Two-dimensionality of tourist satisfaction/dissatisfaction construct-Focusing on hedonic/utilitarian expectation-disconfirmation-. Korea Academic Society of Tourism Management, 23(3), 17-33.
12 Seo, K. K. (2011). Improving customer satisfaction management using the satisfied customer reclassification based on a 2 dimension model of customer satisfaction/dissatisfaction. The Korea Academia-Industrial Cooperation Society, 12(8), 3415-3420.   과학기술학회마을   DOI   ScienceOn
13 Son, S. C., & Koh, J. (2012). 소셜커머스 만족과 불만족 영향 요인에 관한 연구 [A study on influence factors of social commerce satisfaction and dissatisfaction]. Proceedings of the Korea Society of Management Information Systems, Korea, 1101-1119.
14 Suh, Y. W., & Son, Y. H. (2003). A study on the dimensionality of customer satisfaction/dissatisfaction. Korean Psychological Association, 4(1), 103-121.
15 Lee, S. H., & Lee, H. R. (2012). The effect of the wine consumers according to the level of involvement in perceived risk and information search on consumer satisfaction. Journal of Foodservice Management Society of Korea, 15(5), 297-319.
16 Lynn, M. (1989). Scarcity effects on desirability: Mediated by assumed expensiveness? Journal of Economic Psychology, 10(2), 257-274.   DOI   ScienceOn
17 Lockshin, L., Quester, P., & Spawton, T. (2001). Segmentation by involvement or nationality for global retailing: A cross-national comparative study of wine shopping behaviours. Journal of Wine Research, 12(3), 223-236.   DOI   ScienceOn
18 Lim, B. R. (2011). Factors affecting on users' intention in using social commerce: Based on technology acceptance mode. Unpublished master's thesis, Hanyang University, Seoul.
19 Lofgren, M., Witell, L., & Gustafsson, A. (2011). Theory of attractive quality and life cycles of quality attributes. The TQM Journal, 23(2), 235-246.   DOI   ScienceOn
20 Mackoy, R. D., & Spreng, R. A. (1995). The dimensionality of consumer satisfaction/dissatisfaction: An empirical examination. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 8, 53-58.
21 Matzler, K., & Hinterhuber, H. H. (1998). How to make product development projects more successful by integrating Kano's model of customer satisfaction into quality function deployment. Technovation, 18(1), 25-38.   DOI   ScienceOn
22 Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318-332.   DOI   ScienceOn
23 Koh, J., Park, S. C., & Son, S. C. (2013). Factors affecting satisfaction and dissatisfaction of using social commerce: An integrative approach of Hertzberg's two-factor theory and expectancy disconfirmation theory. Korea Internet e-Commerce Association, 13(4), 1-25.
24 Lee, D. H. (2012). Effect of massage characterisrics on social influence process in social commerce. Unpublished master's thesis, Sogang University, Seoul.
25 Kwak, W. S. (2004). The effects of factors of internet shopping malls on customer satisfaction. Korean Society of Culture Industry, 4(2), 5-20.
26 Kwon, S. Y. (2001). Consumer acceptance factors of knowledge and physical products in E-Commerce: An empirical study. Unpublished master's thesis, Ewha Womans University, Seoul.
27 Lee, A. R. (2012). Researching the effect that purchasing factor of social commerce have on customer satisfation, customer loyalty and repurchasing. Unpublished master's thesis, Kyung Hee University, Seoul.
28 Lee, D. H., & Koo, J. E. (2001). A study on the interaction at internet shopping malls: Scale development and effect analysis. Korea Marketing Review, 16(2), 115-140.
29 Lee, K. T., Koo, D. M., & Noh, M. J. (2011). Social commerce, perceived value, theory of reasoned action, coupon redemption. Asia Marketing Journal, 13(3), 135-161.
30 Lee, M. H. (2010). The effects of customer participation on process/output quality, service value, and e-WOM. The e-Business Studies, 11(5), 117-141.   DOI
31 Lee, M. K. (2002). e-SERVQUAL: A scale for measuring consumer evaluations of Internet service quality. Korea Marketing Review, 17(1), 73-95.
32 Kim, G. Y., & Lee, S. J. (1999). The effect of extrinsic cues on the clothing products evaluation. Journal of the Korean Society of Costume, 43, 125-142.
33 Kim, H. S. (2011). Study on dissatisfaction and complain behavior in cooperative buying type of social commerce. Unpublished master's thesis, Ewha Womans University, Seoul.
34 Kim, J. H., & No, H. J. (2011, October 17). 소셜커머스 시장 현황 및 이슈 [The market condition and issue of social commerce]. DigiEco Focus. Retrieved June 12, 2013, from http://www.digieco.co.kr/KTFront/report/report_issue_trend_view.action?board_seq=5926&board_id=issue_trend
35 Kim, H. K. (2011, June 27). 소셜커머스의 현황과 시사점 [Current status and implications of social commerce]. National IT Industry Promotion Agency. Retrieved June 20, 2013, from http://www.nipa.kr/know/periodicalView.it?identifier=02-001-110708-000024&menuNo=28
36 Kim, J. H., Sung, B. K., & Boo, S. H. (2011). 소셜 커머스에서의 의사결정 과정에 대한 연구: 구매촉진효과, 구매만족 및 구전의도를 중심으로 [A study on decision making in the social commerce: Purchase acceleration effect, purchase satisfaction, word-of-mouth intentions]. Proceedings of the Korea Advertising Society, Korea, 106-116.
37 Kim, K. S. (2013). Social commerce motivations, benefits and dissatisfaction factors the impact on the buying behavior loyalty. Korean Journal of Consumer and Advertising Psychology, 14(2), 343-364.
38 Kim, S. H., Park, H. S., & Kim, G. N. (2011). A empirical study on the factors influencing the trust of social commerce (s-Commerce). Journal of Business Research, 26(3), 95-121.
39 Kim, T. W., Park, S. H., & Kim, S. W. (2008). 만족요인 분류를 통한 블로그 서비스 품질 개선 방안 연구 [A study on improvement of blog service quality through classification of satisfaction factors]. Proceedings of the Korea Society of Management Information Systems, Korea, 400-410.
40 Jo, H. J., Shin, S. J., & Song, J. K. (2012). 소셜커머스 환경에서 구매만족에 영향을 미치는 요인에 관한 연구 [Study about the factors which affect the purchasing satisfaction in social commerce]. Proceedings of the Korea Society of Management Information Systems, Korea, 2012(1), 1092-1100.
41 Jo, S. Y., Lee, S. A., Choi, B. N., & Lee, S. H. (2011). 소셜커머스 제공 업체 및 소비자 불만 사례 분석과 개선 방안에 대한 탐색적 연구 [A basic study on the analysis and improvement of social commerce supply enterprise and consumer dissatisfaction case]. Proceedings of Korean Strategic Marketing Association, Korea, 553-597.
42 Ju, S. H., Koo, D. M., & Lee, S. Y. (2012). The effect of a three dimensional concept of intangibility on consumer's uncertainty, perceived risk and emotion after purchase: The moderating effect of needs for touch. Korean Consumption Culture Association, 15(2), 143-169.   DOI
43 Kang, G. D., Ahn, S. H., Cheon, H. S., & Lee, W. Y. (2009). The classification of logistics service quality through the utilization of Kano model. The Korean Society for Quality Management, 37(2), 32-45.   과학기술학회마을
44 Kang, M. S., & Lee, J. S. (2009). The effect of introvert and extrovert characteristics of internet shopping malls and consumer characteristics on the repetitive purchase intention. Korea Internet e-Commerce Association, 9(1), 67-99.
45 Kano, N. (2001). Life cycle and creation of attractive quality. Proceedings of the 4th International QMOD Conference Quality Management and Organisational Development, Linkopings Universitet, Sweden, 18-36.
46 Kano, N., Takahashi, F., & Tsuji, S. (1984). Attractive quality and must be quality. The Journal of the Japanese Society for Quality Control, 14(2), 39-48.
47 Herzberg, F., Mausner, B., & Snyderman, B. (1959). The motivationto work (2d ed.). New York: Wiley.
48 Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.   DOI   ScienceOn
49 Fang, L., & Seo, S. S. (2011). A study on effect on the credibility and word-of-mouth intention by characters of social commerce. Journal of KECRA, 12(2), 89-108.
50 Figge, S. (2004). Situation-dependent services-a challenge for mobile network operators. Journal of Business Research, 57(12), 1416-1422.   DOI   ScienceOn
51 Gwon, O. Y. (2012, March 5). [궁금합니다] 소셜커머스 위조품.품질과의 전쟁 왜? [[Question] Why does it compete with forgeries . quality in social commerce?]. The Daily Sports. Retrieved January 16, 2013, from http://isplus.live.joins.com/news/article/article.asp?total_id=7529163&cloc=
52 Jeong, Y. H. (2014, April 22). 소셜커머스 "소비자 신뢰 되찾자" [Social commerce "Recovering consumer's trust"]. Seoul Economy. Retrieved April 23, 2014, from http://economy.hankooki.com/lpage/industry/201404/e20140422165550120210.htm
53 Jin, B., & Park, J. Y. (2006). The moderating effect of online purchase experience on the evaluation of online store attributes and the subsequent impact on market response outcomes. Advances in Consumer Research, 33(1), 203-211.
54 Jin, G. S., & Lee, J. H. (2012). Service quality factors affecting satisfaction and repurchase intention of social commerce. Journal of Korea Contents Association, 12(3), 311-321.   과학기술학회마을   DOI   ScienceOn
55 Cho, W. J., & Seo, J. H. (2012). The effect of relational benefits on e-loyalty in SNS. Korea Research Academy of Distribution and Management, 15(1), 73-86.   DOI
56 Jin, Y., & Park, C. (2013). 모바일 소셜커머스 특성이 만족과 신뢰에 미치는 영향 [The effect of mobile social commerce attributes on satisfaction and trust]. Proceedings of the Korea Distribution Association Conference, Winter Conference, Korea, 137-161.
57 Jo, H. J. (2011). Study about the factors which affect the purchasing satisfaction in social commerce. Unpublished master's thesis, Sogang University, Seoul.
58 Cho, K. H. (2012). (The) effects of social commerce characteristics on trust and purchase intention: Focused on moderating effect of innovativeness and information search style. Unpublished master's thesis, Kounkuk University, Seoul.
59 Cho, Y. J., & Yang, H. S. (2012). The effect of characteristics in fashion social commerce sites and SNS subjective norm on consumer attitudes towards social commerce and purchase intention of fashion products. Journal of the Korean Society of Clothing and Textiles, 36(11), 1148-1161.   과학기술학회마을   DOI   ScienceOn
60 Dowling, G. R. (1986). Perceived risk: The concept and its measurement. Psychology & Marketing, 3(3), 193-210.   DOI
61 Lee, S. J., & Shin, S. Y. (2013). A study on the influential factors of impulsive purchases by female university students in their 20's when purchasing fashion products in social commerce. Fashion & Textile Research Journal, 15(5), 743-752.   과학기술학회마을   DOI   ScienceOn
62 Sun, Z. J., Mun, Y. J., & Lee, J. H. (2012). Effects of social commerce attributes on the trust, flow and loyalty. The Korea Contents Society, 12(2), 265-275.   과학기술학회마을   DOI   ScienceOn