Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

The Influence of Consumer's Shopping Values on the Evaluations of Fashion Product Attributes and Brand Re-purchase Intention - Focused on the Moderating Role of Price Level -

소비자의 쇼핑가치가 패션제품 속성평가 및 브랜드 재구매의도에 미치는 영향 - 가격수준에 따른 조절효과를 중심으로 -

  • Park, Hyun-Hee (Dept. of Textiles & Consumer Sciences, Florida State University) ;
  • Ku, Yang-Suk (Dept. of Clothing & Textiles, Kyungpook National University) ;
  • Koo, Dong-Mo (Dept. of Business Administration, Kyungpook National University)
  • 박현희 (플로리다 주립대학교 의류소비자학과) ;
  • 구양숙 (경북대학교 의류학과) ;
  • 구동모 (경북대학교 경영학부)
  • Published : 2007.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of the current study is to investigate the underlying reasons of fashion brand repurchase intention formation based on means-end chain theory and to identify whether the price level moderates the relationships between attribute evaluation and re-purchase intention. Questionnaire data from 291 consumers who had purchase experience of casual wear during the last 6 month period through off-line retail shops were analyzed. The results showed that hedonic shopping value had a positive impact on aesthetic attribute and utilitarian shopping value also had a positive impact on physical attribute of fashion product. While aesthetic attribute had a positive influence on brand repurchase intention, physical attribute had no effect on brand repurchase intention. In addition, there was no moderating effect of price level between the links from shopping value to fashion product attribute evaluation. When casual wear companies have to devise price related strategies, they need to pay attention to diverse promotion factors except for product attributes to realize price-based differentiation.

Keywords

References

  1. 고애란. (1994). 국내 및 외국 상표 청바지의 구매의도에 따른 평가기준에 대한 신념과 추구 이미지 및 의복태도의 차이연구. 한국의류학회지, 18(2), 263-272
  2. 구양숙, 추태귀. (1996). 의복관여에 따른 의복구매행동에 관한 연구. 복식문화연구, 4(2), 173-185
  3. 김진원. (2000). 쇼핑가치, 점포속성 및 과업상황이 의복구매행동에 미치는 영향-의류점포내 감정을 중심으로-. 이화여자대학교 대학원 박사학위 논문
  4. 류은정, 임숙자. (1988). 소비자 가치체계와 의복행동에 관한 연구. 한국의류학회지, 22(6), 749-759
  5. 박은주. (1991). 의복구매상황과 의복평가기준과의 관계연구. 한국의류학회지, 15(2), 163-171
  6. 박준우, 김정원. (2002). 의류제품 단서 차이에 따른 소비자평가 가격대. 한국의류산업학회지, 4(5), 457-464
  7. 안소현, 서용한, 서문식. (2000). 의류구매자의 가치관-추구 혜택-제품 속성간의 계층적 인과관계에 관한 탐색적 연구. 한국의류학회지, 24(5), 652-662
  8. 여의재, 이영선. (1996). 구매후 의복평가기준에 관한 연구-만족도, 상표태도, 재구매의도와의 관계를 중심으로-. 한국의류학회지, 20(6), 1027-1038
  9. 유창조, 김상회. (1994). Ethnographic 접근방식을 통한 쇼핑행위에 관한 탐색적 연구:확장된 개념, 감정의 다양성, 동기의 다양성. 소비자학연구, 5(2), 45-62
  10. 이규혜, 이은영. (2002). 의복가격지각의 다차원성에 관한 연구. 한국의류학회지, 26(6), 877-888
  11. 이주영, 이선재. (2000). 홈쇼핑의 서비스품질과 의류제품재구매의도에 관한 연구. 복식, 50(5), 91-102
  12. 이주영, 이선재. (2000). 할인점의 제품차원과 서비스차원이 의류제품 재구매의도에 미치는 영향. 복식, 50(8), 17-28
  13. 이현경, 이명희(2004). 소비자 가치와 스포츠웨어 추구혜택 및 속성평가에 관한 연구. 복식문화연구. 12(6), 1031-1044
  14. 진병호. (1998). 의복구매시 소비자가 지각하는 가격-의복가격 차원의 타당성 검장-. 한국의류학회지, 22(3), 417-427
  15. 진병호, 고애란. (1999). 의류구매시 소비자가 지각하는 다양한 가격차원이 쾌락적 쇼핑가치에 미치는 영향. 소비자학연구, 10(3), 67-84
  16. 표희수. (2005). 골프웨어 소비자들의 쇼핑가치에 따른 점포선택행동에 관한 연구. 동아대학교 대학원 석사학위 논문
  17. Abraham, M. L. & Littrell, M. A. (1995). Consumer's perceptions of apparel quality over time: An exploratory study. Clothing and Textile Research Journal, 13(3), 149-158 https://doi.org/10.1177/0887302X9501300301
  18. Babin, B., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(March), 644-656 https://doi.org/10.1086/209376
  19. Bloemer, J., de Ruyter, K., & Wetzel, M. (1999). Linking perceived service quality and service loyalty: A multidimensional perspective. European Journal of Marketing, 33(11/12), 1082- 1106 https://doi.org/10.1108/03090569910292285
  20. Bloemer, J. & Kasper, H. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2),311-329 https://doi.org/10.1016/0167-4870(95)00007-B
  21. Childers, T. L., Carr, C. L., Pecj, J., & Carson, S. (2001). Hedonic and utilitarian motivations, for online retail shopping behavior. Journal of Retailing, 77, 511-535 https://doi.org/10.1016/S0022-4359(01)00056-2
  22. Fiore, A. M. & Damhorst, M. L. (1992). Intrinsic cues as predictors of perceived quality of apparel. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5, 168-178
  23. Fomell, C. & Larcker, D. F. (1981). Evaluating structural models with unobservable variables and measurement error. Journal of Marketing Research, 18(1),39-50 https://doi.org/10.2307/3151312
  24. Forsythe, S. M. (1991). The effect of private, designer and national brand names on shopper's perception apparel quality and price. Clothing and Textiles Research Journal, 9(2), 1-6
  25. Grunert, K. G. & Grunert, S. C. (1995). Measuring subjective meaning structures by laddering method: Theoretical considerations and methodological problems. International Journal of Research in Marketing, 12, 209-225 https://doi.org/10.1016/0167-8116(95)00022-T
  26. Hair, Jr. J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1995). Multivariate data analysis with readings (4th ed.). New Jersey: Prentice-Hall
  27. Hirschman, E. C. & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101
  28. Homburg, C. & Giering, A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty-an empirical analysis. Psychology and Marketing, 18(1),43-66 https://doi.org/10.1002/1520-6793(200101)18:1<43::AID-MAR3>3.0.CO;2-I
  29. Kim, Y. & Kang, J. (1995). Consumer perception of shopping costs and its relationship with retail trends. Journal of Shopping Center Research, 2(1), 27-61
  30. Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57, 1-22
  31. Leigh, J. H. & Gabel, T. G. (1992). Symbolic interatctionism: Its effects on consumer behavior and implications for marketing strategy. Journal of Services Marketing, 6(3), 5-16
  32. Lennon, S. J. & Fairhurst, A. E. (1995). Categorization of the quality concept. Home Economics Research Journal, 23(3), 267-285
  33. Macintosh, G. & Lockshin, L. S. (1997). Retail relationships and store loyalty: A multi-level perspective. International Journal of Research in Marketing, 14(5), 487-497 https://doi.org/10.1016/S0167-8116(97)00030-X
  34. Mano, H. & Elliott, M. T. (1997). Smart shopping: The origins and consequences of price savings. Advances in Consumer Research, 24, 504-510
  35. Morganosky, M. A. (1984). Aesthetic and utilitarian qualities of clothing. Home Economics Research Journal, 13(1), 12-20 https://doi.org/10.1177/1077727X8401300103
  36. Rice, F. (1992). What intelligent consumers want. Fortune, 126(14),56-60
  37. Rundle-Thiele, S. (2005). Elaborating customer loyalty: Exploring loyalty to wine retailers. Journal of Retailing and Consumer Services, 12, 333-344 https://doi.org/10.1016/j.jretconser.2004.11.002
  38. Shang, R. A, Chen, Y. C; & Shen, L. (2005). Extrinsic versus intrinsic motivations for consumers to shop on-line. Information and Management. 42, 401-413 https://doi.org/10.1016/j.im.2004.01.009
  39. Shim, S. & Eastlick M. A. (1998). The hierarchical influence of personal values of mall shopping attitude and behavior. Journal of Retailing. 74(1), 139-160 https://doi.org/10.1016/S0022-4359(99)80091-8
  40. Summers, T. A. & Wozniak, P. J. (1990). Discount store patronage preferences of rural and urban woman. Clothing and Textiles Research Journal, 8(3), 1-6
  41. Sweeney, J. & Soutar, G. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing. 77. 203-220 https://doi.org/10.1016/S0022-4359(01)00041-0
  42. Swinyard, W. R. (1998). Shopping mall customer values: The national mall shopper and the list of values. Journal of Retailing and Consumer Services, 5(3), 167-172 https://doi.org/10.1016/S0969-6989(97)00023-4
  43. Tellis, G. T. & Gaeth G. T. (1990). Best value, price-seekin, and price aversion: The impact of information and learning on consumer choices. Journal of Marketing, 54, 34-45 https://doi.org/10.2307/1251868

Cited by

  1. Impacts of Fashion Products Attributes and Mobile Shopping Mall Attributes on Impulse Buying Behavior and Satisfaction in Mobile Fashion Shopping Mall vol.18, pp.2, 2016, https://doi.org/10.5805/SFTI.2016.18.2.158
  2. The preference factors and usage levels of fashion trade area in Seoul as determined by shopping orientation vol.21, pp.2, 2013, https://doi.org/10.7741/rjcc.2013.21.2.167
  3. The Effect of Consumption Value on Attitude and Repurchase Intention of Secondhand Fashion Goods -The Moderating Role of Self-confidence in Fashion Coordination- vol.37, pp.4, 2013, https://doi.org/10.5850/JKSCT.2013.37.4.618
  4. Effect of SPA Brand Consumers' Emotional Consumption Value Orientation and Assessment of Marketing Mix Attributes on brand loyalty vol.65, pp.4, 2015, https://doi.org/10.7233/jksc.2015.65.4.045
  5. Effect of Self-image Pursuit by Female Consumers on Clothing Purchase Value and Fashion Images vol.39, pp.4, 2015, https://doi.org/10.5850/JKSCT.2015.39.4.492
  6. The Effect of Korean Celebrity Advertising Models on Advertising Effectiveness for Chinese Apparel and Electronic Products vol.38, pp.3, 2014, https://doi.org/10.5850/JKSCT.2014.38.3.386
  7. Effects of Price Attitude toward Apparel Products on Shopping Values and Consumption Behavior vol.16, pp.6, 2012, https://doi.org/10.12940/jfb.2012.16.6.109