A Study On The Influencing Factors Of Decision Satisfaction

With the maturity of the industry and the aggravation of competition,consumer satisfaction has raised lots of attention in companys.Consumer satisfaction now becomes an important factor of company's long-term development.But,through the review of the literatures,the author find that most of the research about consumer satisfaction now focus on the feelings of consumers that experience after the purchase.However,little attention is put on the experience during the purchase process.As we know in the Social Justice Theory, procedural justice may influence distributive justice.Do feelings in the purchase impact the feelings of the prouct?Consumer satisfaction and consumer decision theory have been studied for years,but they are researched individually.We search for a method to associate each other.According to the literature review,the thesis gives out the meanings of decision satisfaction and consumption satisfaction.Decision satisfaction is prouduced during the choice process,while consumption satisfaction is the whole experience about the product after the purchase.The improvement of the decision satisfaction can enhance the total satisfaction of consumers.As to the factors that influence the decision satisfaction,the thesis conclude the factors into there respects,individual factors,task factors and situational factors.The individual factors include consumer knowledge,the tasd factors include product overload,attribute overload and attribute alignability,and the situational factors include time pressure and social pressure.In the thesis,we also suppose that the external factors do not influence the decision satisfaction directly,but through the attainment of choice goals.In the end,the thesis get the conclusion that there is positive correlation between the decision satisfaction and consumption satisfaction.Studying the influencing factors of decision satisfaction has lots of significance.First,the existence of the decision satisfaction means that the feelings of consumer experienced in the choice process may affect whether they go to the shop.That means if they are satisfied in the process,the may go to the same shop next time.Second,the reasearch may gide the manufactures and retailers to take more measures to enhance the consumer satisfaction.In general,manufacturers are more interested in increasing consumption satisfaction,whearas retailers may concentrate on decision satisfaction,so there may be conflicts between manufacturers and retailers.But,the factors that influence the decision satisfaction can only be managed effectively when retailers and manufacturers cooperate,such as consumer knowledge and product overload.