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의복구매효능감이 소비자 만족 형성과정에 미치는 영향

The Influence of Self-Efficacy in Purchasing Clothes on Consumer Satisfaction Formation Process

  • Ko, Sun-Young (Dept. of Clothing & Textiles, Seoul National University)
  • 투고 : 2010.09.02
  • 심사 : 2011.01.14
  • 발행 : 2011.03.31

초록

This study investigates the influence of self-efficacy in purchasing clothes in the consumer satisfaction formation process. A survey was conducted on 300 adults living in the Seoul and Gyeonggi area and 231 completed questionnaires were used for analysis. The survey questionnaires measured the respondent's self-efficacy in purchasing clothes, expectation, perceived performance, expectation confirmation, and satisfaction level. The data were analyzed by moderated regression analysis. The results are as follows. First, for apparel products, perceived performance, and expectation confirmation have a direct effect on consumer satisfaction, while expectation has no direct effect on consumer satisfaction. This finding agrees with the results reported in a previous study on consumer goods with low ambiguity in assessing products and services including sneakers, underwear, cereals, and financial services. Second, the lower the self-efficacy in purchasing clothes, then the increased effect of the expectation confirmation that influences consumer satisfaction. However, the self-efficacy in purchasing clothes did not show any moderating effect on the perceived performance affecting the consumer satisfaction. The self-efficacy in purchasing clothes seems to have a moderating effect on the consumer satisfaction formation process by affecting the ambiguity in pre-purchase product assessment and not in post-purchase product evaluation.

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  2. Post-purchase behavior toward fast fashion brands - Applying the expectancy disconfirmation model - vol.22, pp.6, 2014, https://doi.org/10.7741/rjcc.2014.22.6.930