Advanced SearchSearch Tips
Repurchase intention toward fast fashion brands - Product characteristics, consumer characteristic, and cognitive dissonance -
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
Repurchase intention toward fast fashion brands - Product characteristics, consumer characteristic, and cognitive dissonance -
Jeon, Kyung Sook; Park, Hye-Jung;
  PDF(new window)
The purpose of this study is to identify the antecedents of repurchase intention toward fast fashion brands. Perceived quality, perceived price, deindividuation, and overly trendy styles, which are product characteristic variables, and fashion innovativeness, which is a consumer characteristic variable, were considered as antecedents. It was hypothesized that product and consumer characteristics influence repurchase intention toward fast fashion brands not only directly, but also indirectly through cognitive dissonance. Data were gathered by surveying university students in Seoul using convenience sampling. Three hundred and fifty-two questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of product characteristics revealed four dimensions: "perceived quality", "perceived price", "deindividuation", and "overly trendy styles", and the factor analysis of consumer characteristics revealed one dimension. The factor analysis of cognitive dissonance revealed two dimensions, "regrets" and "perceived uncertainty." The hypothesized path test proved that perceived quality, deindividuation, overly trendy styles, and fashion innovativeness influence repurchase intention directly. Perceived price and deindividuation influence repurchase intention indirectly through the factor of cognitive dissonance, which is the perceived uncertainty, indicating the importance of cognitive dissonance. The results indicate effective marketing strategies should be used to decrease consumers' cognitive dissonance, and suggestions for future study are provided.
fast fashion;repurchase intention;cognitive dissonance;fashion innovativeness;
 Cited by
한국 패션 디자인 진흥 정책이 신진 패션 디자이너의 브랜드 운영에 미치는 영향,임보아;박주희;이은정;

복식문화학회지:복식문화연구, 2016. vol.24. 2, pp.132-149 crossref(new window)
Effect of Korean fashion design incubation policies on new fashiondesigner’s brand management, The Research Journal of the Costume Culture, 2016, 24, 2, 132  crossref(new windwow)
Bae, B. R. (2011). AMOS 19 구조방정식 모델링: 원리와실제 [Structural equation modeling with Amos 19: Principles and practice]. Seoul: Chungram.

Byun, S. E. (2011). Consumer response to seller-induced perishability: Perceived desirability of products, urge to buy, and purchase acceleration. International Journal of Costume and Fashion, 11(2), 53-64.

Byun, S. E., & Mann, M. (2011). The influence of others: The impact of perceived human crowding on perceived competition, emotions, and hedonic shopping value. Clothing and Textiles Research Journal, 29(4), 284-297. doi:10.1177/0887302X11422820 crossref(new window)

Byun, S. E., & Sternquist, B. (2008). The antecedents of in-store hoarding: Measurement and application in the fast fashion retail environment. The International Review of Retail, Distribution and Consumer Research, 18(2), 133-147. doi:10.1080/09593960701868241 crossref(new window)

Cachon, G. P., & Swinney, R. (2011). The value of fast fashion: Quick response, enhanced design, and strategic consumer behavior. Management Science, 57(4), 778-795. doi:10.1287/mnsc.1100.1303 crossref(new window)

Choi, T. M., Liu, N., Liu, S. C., Mak, J., & To, Y. T. (2010). Fast fashion brand extensions: An empirical study of consumer preferences. Journal of Brand Management, 17(7), 472-487. doi:10.1057/bm.2010.8 crossref(new window)

Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491-504. doi:10.2307/3151722 crossref(new window)

Engel, J. F. (1963). Are automobile purchasers dissonant consumers? Journal of Marketing, 27(2), 55-58. doi:10.2307/1248373

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). Orlando: Dryden Press.

Festinger, L. (1957). A theory of cognitive dissonance. Redwood City: Stanford University Press.

George, B. P., & Yaoyuneyong, G. (2010). Impulse buying and cognitive dissonance: A study conducted among the spring break student shoppers. Young Consumers, 11(4), 291-306. doi:10.1108/17473611011093925 crossref(new window)

Goldsmith, R. E., & Newell, S. J. (1997). Innovativeness and price sensitivity: Managerial, theoretical and methodological issues. Journal of Product & Brand Management, 6(3), 163-174. doi:10.1108/10610429710175682 crossref(new window)

Goldsmith, R. E. (2000). Characteristics of the heavy user of fashionable clothing. Journal of Marketing Theory and Practice, 8(4), 21-28.

Goldsmith, R. E., & Stith, M. T. (1992). The social values of fashion innovators. Journal of Applied Business Research, 9(1), 10-16.

Goldsmith, R. E., Freiden, J. B., & Eastman, J. K. (1995). The generality/specificity issue in consumer innovativeness research. Technovation, 15(10), 601-612. doi:10.1016/0166-4972(95)99328-D crossref(new window)

Hong, B. S. (2011). The effects of Internet shopping malls attributes on purchase satisfaction, repurchase intention and word of mouth intention of fashion consumer. Journal of the Korean Society of Clothing and Textiles, 35(4), 476-487. doi:10.5850/JKSCT.2011.35.4.476 crossref(new window)

Hwang, Y. C. (2014). Structural relations among self-determination, cognitive dissonance and attitude in the service brand choice. Journal of Marketing Studies, 22(4), 175-197.

Jang, H. Y. (2006). The antecedents and outcomes of customer satisfaction and the formation process of brand preference and repurchase intention in service industries. Journal of Global Academy of Marketing Science, 16(3), 61-86. doi:10.1080/12297119.2006.9707371 crossref(new window)

Jeon, K. S., & Park, H. J. (2014). Post-purchase behavior toward fast fashion brands: Applying the expectancy disconfirmation model. The Research Journal of the Costume Culture, 22(6), 930-942. doi:10.7741/rjcc.2014.22.6.930 crossref(new window)

Jun, J. K. (2003). Effects of internet shoppers' post-purchase evaluations on repurchase intentions. Korean Management Review, 31(7), 1765-1786.

Kang, J. H., & Sung, Y. Y. (2010). The impact of information technology on the process innovation and competitiveness in the fashion industry: Case study of fast fashion ZARA. Journal of the Korean Society of Clothing and Textiles, 34(1), 1-13. crossref(new window)

Kang, M. S., & Lee, J. S. (2009). The effect of introvert and extrovert characteristics of internet shopping malls and consumer characteristics on the repetitive purchase intention. The Journal of Internet Electronic Commerce Research, 9(1), 67-99.

Kazakeviciute, A., & Banyte, J. (2012). The relationship between retail crowding and consumers' satisfaction. Economics and Management, 17(2), 652-658. doi:10.5755/j01.em.17.2.2194

Kim, G. S. (2001). AMOS 구조방정식모형분석 [AMOS structural equation modeling]. Seoul: Data Solution.

Kim, H. S. (1990). 인지부조화이론의 소비자행동연구에 대한 적용가능성 연구 [A study on the possibility of applying cognitive dissonance on consumer behavior study]. Advertising Research, 3(Spring), 29-52.

Kim, H. S., Choo, H. J., & Yoon, N. H. (2013). The motivational drivers of fast fashion avoidance. Journal of Fashion Marketing and Management: An International Journal, 17(2), 243-260. doi:10.1108/JFMM-10-2011-0070 crossref(new window)

Kim, S. H. (2001). The consumer satisfaction and repurchase intention according to apparel store types: Focusing on product quality and service quality. Journal of the Korean Society of Costume, 51(1), 61-74.

Kim, S. H. (2007). A study on the fast fashion (Part II): Focusing on clothing selection criteria and store selection criteria. The Research Journal of the Costume Culture, 15(5), 888-901. crossref(new window)

Kim, S. H., & Oh, S. H. (2002). The determinants of repurchase intentions in the service industry, customer value, customer satisfaction, switching costs, and attractiveness of alternatives. Korean Marketing Review, 17(2), 25-55.

Koller, M., & Salzberger, T. (2012). Heterogeneous development of cognitive dissonance over time and its effect on satisfaction and loyalty. Journal of Customer Behavior, 11(3), 261-280. doi:10.1362/147539212X13469450373119 crossref(new window)

Lee, H. (2007). The influence of choice uncertainty and regret on post-purchase information search. Unpublished master's thesis, Chung-Ang University, Seoul, Korea.

Lee, H. J. (2014). A study on purchase satisfaction and repurchase intention according to usage motivation when purchasing fashion products in social commerce. Fashion & Textile Research Journal, 16(4), 596-603. doi:10.5805/SFTI.2014.16.4.596 crossref(new window)

Lee, H. S., Choi, Y. J. & Jun, S. K. (2007). The effects of cognitive and emotional responses on consumer satisfaction judgment: Distinguishing perceived performance into functional and psychological benefits. Journal of Korean Marketing Association, 22(2), 1-19.

Mittelsttaedt, R. (1969). A dissonance approach to repeat purchasing behavior. Journal of Marketing Research, 6(4), 444-446. doi:10.2307/3150079 crossref(new window)

Park, H. J. (2003). Behavioral intentions toward purchasing foreign fashion goods through Korean internet shopping malls: A comparative analysis between the purchasers and non-purchasers. Journal of the Korean Society of Clothing and Textiles, 27(8), 892-903.

Park, H. J. (2013). The antecedents of purchasing fast fashion brands. The Research Journal of the Costume Culture, 21(6), 827-843. doi:10.7741/rjcc.2013.21.6.827 crossref(new window)

Park, H. J. (2014a). Antecedents of consumers' decision postponement on purchasing fast fashion brands. The Research Journal of the Costume Culture, 22(5), 743-759. doi:10.7741/rjcc.2014.22.5.743 crossref(new window)

Park, H. J. (2014b). The influences of fashion consciousness, eco-fashion consumption decision, ongoing search behavior, shopping enjoyment on attitudes toward purchasing fast fashion brands. Journal of the Korea Fashion & Costume Design Association, 16(2), 111-126.

Park, H. J. (2015). The influence of consumption values on fast fashion brand purchases. The Research Journal of the Costume Culture, 23(3), 468-483. doi:10.7741/rjcc.2015.23.3.468 crossref(new window)

Park, H. J., Burns, L. D., & Rabolt, N. J. (2007). Fashion innovativeness, materialism, and attitude toward purchasing foreign fashion goods online across national borders: The moderating effect of internet innovativeness. Journal of Fashion Marketing and Management: An International Journal, 11(2), 201-214. doi:10.1108/13612020710751383 crossref(new window)

Park, M. G., & Koh, A. R. (1998). The factors affecting brand variety seeking tendency in clothing products. Journal of the Korean Society of Clothing and Textiles, 22(7), 901-910.

Peter, J. P., & Olson, J. C. (2008). Consumer behavior and marketing strategy (8th ed.). Boston: Mcgraw-Hill.

Pettit, K. L., & Johnson, T. A. (1986). The relationships of brand loyalty to cognitive dissonance: Some new questions to the old answer. Advances in Consumer Research, 13, 670.

Shin, M. H. (2011). The influence of fast fashion value on commitment and repurchase intentions. Korean Journal of Business Administration, 24(6), 3505-3523.

Yang, J. S., & Kwak, H. W. (2010). A study on fabric pattern design of fast fashion: Focusing on the case of Forever 21 brand. Journal of the Korean Society of Design Culture, 16(2), 347-355.

Yeo, E. N., & Rhee, Y. S. (1996). A study of post-purchase clothing evaluative criteria: The relationships among clothing satisfaction, brand attitude, repurchase intention. Journal of the Korean Society of Clothing and Textiles, 20(6), 1027-1038.

Yoon, S. Y., Suh, S. H., Kim, H. J., & Hur, T. K. (2013). The role of attitude importance in cultural variations of cognitive dissonance. Korean Journal of Culture and Social Issues, 19(1), 69-86.