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Research Article

Structural Relationships among Consumption-Related Emotions, Satisfaction, and Product Attitude

Lee, Haksik · Lim, Jihun

Published: January 2001 · Vol. 30 No. 4 · pp. 1115-1142
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Abstract

This study structurally investigates the relationships among consumption-related emotions, their determinants, and their consequences. More specifically, it examines how cognitive factors—expectations, perceived performance, and congruence—and affective factors—positive and negative consumption-related emotions—influence satisfaction (an evaluation related to specific product consumption) and attitude (an overall evaluation of the product). To this end, a structural model comprising these research constructs is proposed. Data were collected from 150 respondents at a coffee shop in Seoul on two occasions per respondent, and 136 valid questionnaires were analyzed using LISREL 8.12. The analysis results showed that the fit of the proposed model was reasonably good. The research findings are summarized as follows. First, regarding the effects of expectations, expectations were found to have a positive (+) effect on perceived performance through the assimilation effect and a negative (−) effect on congruence. Additionally, the hypothesis that expectations influence satisfaction through the mediation of perceived performance and congruence was supported. Second, regarding perceived performance, it was found to have a positive (+) effect on congruence and a positive (+) effect on satisfaction. Third, the hypothesis that congruence has a positive (+) effect on satisfaction was supported. Fourth, regarding the effects of consumption-related emotions, positive consumption emotions were found to have a positive (+) effect on satisfaction, while the hypothesis that they have a positive (+) effect on attitude was directionally consistent but not statistically significant. The effects of negative consumption-related emotions on satisfaction and attitude were in the hypothesized negative (−) direction but were not statistically significant. Finally, the hypothesis that satisfaction has a positive (+) effect on post-consumption attitude was supported. The conclusion of this study discusses a summary of the research, theoretical contributions, limitations, and offers several suggestions for future research.