| 英文摘要 |
This study focused on the moderating role of different levels of status consumption on surprise (independent variable) and customer satisfaction (dependent variable). Two types of products – utilitarian and hedonic – were introduced unexpectedly to elicit surprise from participants. Three control variables were included: age, pre-consumption mood, and attitude toward the product. The experiment was manipulated with hypothetical scenarios in a 2 × 2 factorial design in a hotel setting. The sample population comprised 184 executive MBA students in northern Taiwan. Data from 176 of the participants were analyzed using the ANCOVA method. The results indicated that both utilitarian and hedonic products, given as a surprise, were effective in satisfying customers. The results showed, however, that customers with high levels of status consumption preferred hedonic products, whereas customers with low levels of status consumption preferred utilitarian products. |
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