The Influence of Product Assortment on Consumer Process Satisfaction

Abstract

         With the development of the market economy, the classification of products or product assortment affects consumers’ decision-making and satisfaction. In recent years, many researchers have shown that classification has an important influence on consumer satisfaction, but most domestic and international studies have focused on the scope of classification. Some international literature has also discussed product classification, but not on classification types. Structural matching theory reveals the effect of different types of classification on consumer process satisfaction, and its impact mechanism. At the same time, product involvement is added as a regulatory variable to explore its role in product classification and consumer satisfaction. Product assortment is currently relevant to online shopping malls, product manuals, and other corporate communication tools. While companies provide a wide range of product information for consumers to choose from, they need to pay attention to customers' differences in types and preferences coming into contact with such information. For marketers, there is also a varied perception of the assorted product types. In this regard, this research aims to (i) assort products into both high and low involvement products according to the extent to which the degree of involvement in each product can impact consumers’ decision-making, and (ii) investigate whether different types of products yield different levels of consumer process satisfaction. The researcher used an online survey questionnaire to collect needed data from 183 voluntary respondents. Based on the obtained findings, it is expected that the adjustment effect of product involvement can impact the effect of assortment type on consumers’ decision-making and process satisfaction, as practical implications for operations in marketing communications.