Dynamic Impacts of Aspects of Appearance and Technology on Consumer Satisfaction: Empirical Evidence from the Smartphone Market

Seungjin Kim (), Sotaro Katsumata () and Atsushi Akiike ()
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Seungjin Kim: Osaka University
Sotaro Katsumata: Osaka University
Atsushi Akiike: Tohoku Gakuin University

The Review of Socionetwork Strategies, 2020, vol. 14, issue 2, 205-225

Abstract: Abstract This study examines changes in the importance of product attributes on consumer satisfaction in the smartphone market. Based on a literature review, hypotheses are formulated regarding the relationship between the importance of aspects of consumer assessment and market maturity. We especially consider the diverse dimensions of product design and attempt to identify the dynamically changing effects in product design. This study’s empirical analysis focuses on consumer reviews of smartphones over a 10-year period, and the final dataset contains 18,463 reviews for 332 brands of 32 manufacturers. We estimate the relationship employing a hierarchical Bayes model; consequently, we find that the importance of appearance aspects declines, while that of technology aspects increases with market maturity. Based on these findings, we propose the application of practical market strategies.

Keywords: Product design management; Consumer satisfaction; Product appearance; Online consumer review (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/s12626-020-00064-3

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