The Influence of Product Style on Consumer Satisfaction: Regulation by Product Involvement

Abstract

In an era of product homogeneity, the improvement of industrial design is an effective way for companies to gain a competitive advantage. Product style is one of the most important indices with which to evaluate the design of the product, and it has a significant impact on consumer satisfaction. However, it may also have less of an effect due to consumers’ familiarity with the product. Three measureable factors are examined in this paper to study how this arises: Product Involvement is used to measure consumers’ familiarity with a product, Product Emotion is used to measure consumers’ response to product style, and a Consumer Satisfaction Index is used to assess consumer satisfaction. The scale table was developed using smartphones; this empirical research involved 300 college students, with a questionnaire used to assess the regulatory role that product involvement plays in consumer satisfaction in response to product style. The results show that product style has a direct and positive effect on consumer satisfaction as well as a significant effect on the perceived quality and the expected quality of highly involved consumers’ satisfaction. However, it had only a slight effect on consumer satisfaction in cases of low involvement.