| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理系 === 90 === Abstract
The purpose of this study explores how “the product attributes” and “the leisure value” affect “the consumer satisfaction,” “brand loyalty” and “the intention for repurchase” in the light of two-factor theory. By observing how much the sampler count on the product attributes and leisure value when they buy casual shoes and their reaction after purchase, we try to verify if the application of the two-factor theory to the study of consumer’s behavior can relate itself to organizational behavior.
This study takes the customers at the leisure goods floor of the department stores as its object, and the imported casual footwear as its scope. We send out 900 questionnaires and collect back 506 workable sheets. Using the methodology of cluster analysis, we examine the difference of four clusters on the factors of product attributes and leisure value by conducting ANOVA analysis. Meanwhile, we proceed the two-factor ANOVA on different samplers to see if there’s much difference among consumer satisfaction, brand loyalty, and intention for repurchase, and if there’s any interaction between any of the two factors. As for the impact of product attributes, leisure value on consumer satisfaction, brand loyalty and desire for repurchase, it was done by multiple regression analysis.
The major findings of this study are listed as follow:
1. The consumer’s evaluation on product attributes and brand loyalty significantly affects consumer satisfaction, brand loyalty and intention for repurchase.
2. The assumption that the impact of the product attributes on the consumer satisfaction and brand loyalty depends on consumer’s evaluation on leisure value is not founded. However, the impact of consumer’s evaluation on product attributes working on intention for repurchase significantly depends on that of leisure value.
3. Consumer’s product attributes and leisure value both are not equally related with customer’s reaction. For leisure value, it is highly related to product attributes and consumer satisfaction. For product attributes, it is clearly related to leisure value and brand loyalty and intention for repurchase.
From this empirical study, we gather the similarity is there between our findings and Herzberg’s two-factor theory. When hygiene factor (product attributes) is short, consumers won’t feel content. When the hygiene factor stands firm, however, consumer satisfaction is not enhanced either. If the motivator factor (leisure value) is strong, consumers feel satisfied. When the motivator factor is absent, however, people won’t feel any short. If anyone would like to stimulate consumption, he must stress on the motivator factor, which satisfies people and makes them loyal for repurchase. This is the key to higher profit in business management.
Key words: Two-Factor Theory, Hygiene Factor, Product Attributes, Motivator Factor, Leisure Value
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