A Cross-Cultural Study on the Factors Influencing on Fashion Brand Loyalty between Korean and American College Students - Focused on Shopping Orientations, Clothing Attributes Evaluation, Clothing Benefits Sought -

한국과 미국 대학생의 패션 브랜드 충성도 영향 요인에 관한 비교 문화 연구 - 쇼핑 성향, 의류 제품 속성 평가, 의복 추구 혜택을 중심으로 -

This study investigated the difference in the influence of shopping orientations, attributes evaluation, and benefits sought on brand loyalty between Korean and American consumers within a clothing purchase context. Questionnaires were administered to 237 Korean consumers and 184 American college students who had purchase experience of casual wear in recent six months through off-line. The results were as follows. First, the hedonic shopping orientation had a positive impact on brand loyalty in both groups, whereas efficient shopping orientation had a positive impact on brand loyalty in American group. Second, the aesthetic attribute had a positive impact on brand loyalty in both groups, whereas utilitarian attribute had a positive impact on brand loyalty in Korean group. Third, brand value benefit sought had a positive impact on brand loyalty in Korean group and body expression/complement had a positive impact on brand loyalty and economic benefit sought had a negative impact on brand loyalty in American group.