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

The Korean Society of Clothing and Textiles (한국의류학회)
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A Path Analysis of Store Perception Variables on Consumers` Store Loyalty in Apparel Product Purchasing

의류제품 구매시 소비자의 점포충성도에 미치는 점포지각변인의 경로분석

  • Kim, Soo-Jin (Dept. of Clothing and Textiles, Chonnam National University) ;
  • Chung, Myung-Sun (Human Ecology Research Institute, Chonnam National University)
  • Published : 2005.02.01
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Abstract

The purpose of this study was to examine a path analysis of perceived service quality, store image, alternative store attraction, consumer satisfaction and switching barrier perception on store loyalty in apparel product purchasing. The questionnaire was administered to 450 women shopped in a department store in Gwang-ju during September, 12-26, 2002. Data collected from 384 women were analyzed by using frequency, multiple regression analysis, path analysis by SPSS for WIN program. The results were as follows ; First, the switching barrier perception, consumer satisfaction, perceived service quality, store image significantly influenced store loyalty. Second, the consumer satisfaction, perceived service quality, store image, alternative store's attraction significantly influenced switching barrier perception. Third, the perceived service quality, store image, alternative store's attraction significantly influenced consumer satisfaction. Fourth, the perceived service quality, store image, alternative store's attraction had indirect effects on store loyalty mediated by consumer satisfaction and switching barrier perception. The consumer satisfaction had indirect effects on store loyalty mediated by switching barrier perception. In short, perceived service quality, store image, alternative store's attraction influenced on store loyalty mediated by consumer satisfaction and switching perception.

Keywords

References

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