Research On The Impact Mechanism Of Wedding Dresses Consumption Emotions And Customer Satisfaction

In economy marketing conditions, customer products or services provided by the enterprise is satisfied with the final decision on the survival and development of enterprises. Since1965Cardozo introduced the view of customer satisfaction for the first time in the consumer research field, the research of consumer behavior has been the focus of attention of many scholars and business practitioners. In subsequent studies, scholars have found that the customer’s consumption process is not only a cognitive process, or an emotional experience process. This caused scholars interested in research on consumption emotions and increasing emphasis on consumption emotions play an important role in the formation of customer satisfaction. This article aims to research on wedding dresses consumption emotions affecting factors and its mechanism and provide corresponding marketing proposals for wedding dresses business managers.In the era of emotional consumption, domestic and foreign scholars on the basis of consumption emotions measurement dimensions and its theoretical literature review of role in customer satisfaction, combined wedding dresses consumer characteristics to analyze consumption emotions measurement dimension. This article validated the consumption emotions-disconformation model through empirical analysis, the resulting shows consumption emotions model based on wedding dresses and empirical results. The study shows:the four dimensions of consumption emotions impact factors including personnel services, service environment, marketing activities and product attributes, consumption emotions is divided into two dimensions of positive consumption emotions and negative consumption emotions; positive consumption emotions have a significant positive impact on customer satisfaction,and negative consumption emotions have a significant negative impact on customer satisfaction; consumption emotions is mediating variables to customer satisfaction in discontinuation model.This study makes customer measure consumption emotions more scientific and reasonable and operational, then put forward the proposals for the wedding dresses enterprise on the basis of empirical analysis and hypothesis testing.For example,emotional marketing, integrated emotional needs of consumers into marketing strategy; improve the service quality of the staff; managers need to put consumer emotions into the decision-making.