| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 93 === In an age of consumer-oriented business management, the evaluation of the success of the transactions between firms and customers consumers often lies in the customers’ satisfaction and psychological fulfilments. Under such background, a systematic research on the customers’ after-purchasing psychological feeling thus becomes necessarily important.
This study tends to make investigation on the influence of product characteristics (i.e. the easiness-of-use), customer behaviour (i.e. customer involvement), and their interactions on customers’ after-purchase psychological state (i.e. happiness). It tries to link three critical variables that were used to be considered separately in the academic perspective.
Specifically in the first set of theory, the present study tends to test a debate on whether the easiness-of-use of the frozen food will directly has positive or negative impact on customers’ happiness. In the second stage, the study tries to investigate the direct influence of customer involvement, as well as customer involvement’s moderating effect on the relationship between the ease-of use of the frozen food and the happiness of the customer.
The study adopts a survey-based approach, with 276 frozen food purchaser spotted in different major cities in Taiwan (Taipei, Tai-Chung, Tainan, Kaohsiung county, Kaohsiung city, and Ping-Tong). Sampled individuals were randomly selected outside the retailers, the convenience stores, etc (e.g. the 7-11). Quantitative analysis like multiple regression were used for further anatomy of the raw data.
Results show that, firstly, the easiness-of-use of the sold frozen foods positively influences the happiness of the customers (H1 supported, while H2 rejected). Second, Customer involvement has positive impact on the happiness, too (H3 supported). To be ensured for the role of the customer involvement in the model, we ran hierarchical regression for the integrative model, and result shows that the customer involvement plays as a moderator when all major variables are all in the model. Our results demonstrate several important implications on firm’s product development strategy and marketing strategy. Limitation and future directions are discussed finally.
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