복식문화연구 (The Research Journal of the Costume Culture)

  • 제22권6호
  • /
  • Pages.930-942
  • /
  • 2014
  • /
  • 1226-0401(pISSN)
  • /
  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
권호 표지
DOI QR코드

DOI QR Code

패스트 패션 브랜드에 대한 소비자의 구매 후 행동 - 기대불일치 모형을 중심으로 -

Post-purchase behavior toward fast fashion brands - Applying the expectancy disconfirmation model -

  • 전경숙 (한성대학교 의류패션산업 전공) ;
  • 박혜정 (한국산업기술대학교 지식융합학부)
  • 투고 : 2014.11.03
  • 심사 : 2014.12.01
  • 발행 : 2014.12.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

The purpose of this study is to apply the expectancy disconfirmation model to consumer post-purchase behavior toward fast fashion brands. This study incorporated repurchase intention as a result of consumer satisfaction. It was hypothesized that consumer satisfaction, which is influenced by expectation, perceived performance, and disconfirmation, influences repurchase intention. It was also hypothesized that expectation influences performance. This study examined the brands and prices of the most recent purchases of fast fashion and also examined whether the purchases were planned or unplanned. The hypothesized path was tested and the relative influences of instrumental and symbolic performance on satisfaction were identified. Data were collected from questionnaires answered by 344 university students who were selected by convenience sampling. The results were as follows: 1) Purchased brands were, in the order of frequency of purchase, Uniqlo, Zara, H&M, and Forever21, followed by domestic brands, 8seconds, Spao, and Mixxo. The frequency of unplanned purchase was more than twice higher than planned purchase. 2) Based on expectation and performance, dissatisfactory group was larger than satisfactory group, which were 35.8% and 24.7% respectively. 3) It was revealed from the expectancy disconfirmation model analysis that expectation and performance had positive influence, but cognitive dissonance had negative influence on satisfaction. Satisfaction had significant influence on repurchase intention. The path analysis showed that all hypothesized path coefficients were significant. The results suggest some effective marketing strategies for marketers in the fast fashion industry.

키워드

참고문헌

  1. Armani: challenge to fast fashion.(2014, May 22). The huffington post. Retrieved July 16. 2014, from http://www.huffingtonpost.kr
  2. Byun, S. E., & Sternquist, B.(2008). The antecedents of in-store hoarding: Measurements and application in the fast fashion retail environment. The International Review of Retail, Distribution and Consumer Research, 18(2), 133-147.
  3. Chang, A. L., & Choi, S. H.(2013). The effects of marketing mix elements of fast fashion brand on benefits and brand loyalty. Design Forum, 38(1), 39-48.
  4. Choi, J. Y., Lim, S. M., & Kim, M. S.(2008). A study on consumption behaviors in accordance with the acceleration of fashion cycle. Journal of the Korean Society of Clothing and Textiles, 32(7), 1137-1148. https://doi.org/10.5850/JKSCT.2008.32.7.1137
  5. Choi, S. J., & Lim, S. J.(2000). The process and determinants of consumer satisfaction in clothing. Journal of the Korean Society of Clothing and Textiles, 24(6), 928-939.
  6. Churchill, G. A., & Surprenant, C.(1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491-504. https://doi.org/10.2307/3151722
  7. Daum Encyclopedia.(2014), Fast fashion. Retrieved July 01, 2014, from http://www.daum.net
  8. Engel, J. F., Blackwell, R. D., & Miniard, P. W.(1995). Consumer behavior(7th ed.). Orlando: The Dryden Press.
  9. Festinger, L.(1957). A theory of cognitive dissonance. Stanford: Stanford University Press.
  10. Germano, S.(2013, Nov. 28). Down Abercrombie. The Wall Street Journal. Retrieved July 16, 2014, from http://www.wsj.com
  11. Hawkins, D. I., & Mothersbaugh, R.(2011). Consumer behavior: Building marketing strategy(11th ed.) (Lee, H. B., Kim, H. Y., & Kim, D. I., Trans.). Seoul: Jiphil Media(Original work published 2010).
  12. Hong, K. H.(1991). A longitudinal study on consumer satisfaction in clothing product. Journal of the Korean Society of Clothing and Textiles, 15(1), 3-14.
  13. Hong, K. H., & Rhee, E. Y.(1992). A theoretical study on clothing satisfaction model. Journal of the Korean Society of Clothing and Textiles, 16(3), 223-232.
  14. Japan: Fast fashion market.(2014, Feb. 28). Japan Economic Newspaper. Retrieved July 16, 2014, from http://www.globalwindow.org
  15. Joy, A., Sherry, J. F., Venkatesh, A., Wang, J., & Chan, R.(2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory, 16(3), 273-296. https://doi.org/10.2752/175174112X13340749707123
  16. Kang, E. M., & Park. E. J.(2007). Effects of service quality on consumer satisfaction and repurchase intention of apparel products and hairdressing services for silver consumers. Journal of Korean Society of Clothing and Textiles, 31(4), 584-593. https://doi.org/10.5850/JKSCT.2007.31.4.584
  17. Kang, E. M., & Park. E. J.(2009). Effects of cognitive age on perceived service quality, satisfaction, and repurchase intentions across the elderly's lifestyle types in apparel stores. Journal of the Korean Society of Clothing and Textiles, 33(3), 355-365. https://doi.org/10.5850/JKSCT.2009.33.3.355
  18. Kim, H. S., Choo, H. J., & Yoon, N. H.(2013). The motivational drivers of fast fashion avoidance. Journal of Fashion Marketing and Management, 17(2), 243-260. https://doi.org/10.1108/JFMM-10-2011-0070
  19. Kim, S. H.(2007). A study on the fast fashion(Part II): Focusing on clothingselection criteria and store selection criteria. The Research Journal of the Costume Culture, 15(5), 888-901. https://doi.org/10.29049/rjcc.2007.15.5.888
  20. Ko, S. Y.(2011). The influence of self-efficacy in purchasing clothes on consumer satisfaction formation process. Journal of Korean Society of Clothing and Textiles, 35(3), 281-291. https://doi.org/10.5850/JKSCT.2011.35.3.281
  21. Kwak, D. S., & Kim, K. D.(1997). A study on the moderator of the consumer satisfaction formation process. Korean Marketing Review, 12(1), 183-206.
  22. Lee, H. S., Ahn, K. H., & Ha, Y. W.(2012a). 소비자 행동(5판)[Consumer behavior]. Seoul: Bobmunsa.
  23. 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.
  24. Lee, H. S., Kim, H. J., & Lee, J. G.(2012b). A study on the influence of SPA brand buying experience on brand loyalty. Korea Consumer Satisfaction Management Association, 14(1), 101-123.
  25. Lee, H.(2007). The influence of choice uncertainty and regret on post-purchase information search. Unpublished master's thesis, Chung-ang University, Seoul, Korea.
  26. Oliver, R. L.(1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.2307/3150499
  27. Park, H. J.(2013). The antecedents of purchasing fast fashion brands. The Research Journal of the Costume Culture, 21(6), 827-843. https://doi.org/10.7741/rjcc.2013.21.6.827
  28. Park, H. J.(2014). 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.
  29. Park, J. M., & Lee, Y. R.(2011). Online channel integration strategies for fast fashion brands based on consumer benefits. Journal of the Korean Society of Clothing and Textiles, 35(5), 601-611. https://doi.org/10.5850/JKSCT.2011.35.5.601
  30. Park, M. H., & Cho, H. C.(2000). Reconceptualization and scale development of customer satisfaction. Korea Marketing Review, 15(3), 93-122.
  31. Ro, J. H., & Kim, M. J.(2009). Socio-cultural interpretation of fast-fashion phenomenon. Journal of the Korean Society of Costume, 59(3), 27-41.
  32. Shin, S. Y., & Lee, J. I.(2010). Potential influence of expectation-performance dis-confirmation and perceived justice for service recovery upon fashionproduct consumers' satisfaction and loyalty. The Research Journal of the Costume Culture, 18(3), 526-540. https://doi.org/10.29049/rjcc.2010.18.3.526
  33. Suh, H. K., & Lee, S. H.(2011). Shopping orientation and satisfaction with clothes of 20's women consumers using domestic/global SPA brands. Journal of Korean Society of Clothing and Textiles, 35(5), 501-512. https://doi.org/10.5850/JKSCT.2011.35.5.501
  34. Suh, S. H., Kim, H, J., & Choi, H. G.(2012). 소비자 행동론[Consumer behavior]. Seoul: Pakyoungsa.
  35. Uniqlo, H & M, Zara.(2014, May 21). The huffington post. Retrieved July 16, 2014, from http://www.huffingtonpost.kr
  36. Ye, J. S., & Chang, G. H.(1999). The relative effects of determinants of consumer satisfaction. Journal of Consumer Studies, 10(4), 75-91.
  37. Yeo, E. J., & Rhee, Y. S.(1996). A study of postpurchase 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.
  38. Yi, Y. J.(1997). Differences in the consumer satisfaction process between goods and services. Journal of Consumer Studies, 8(1), 101-115.
  39. Yi, Y.(2000). A theoretical examination of customer satisfaction research: Findings and outlook. Journal of Consumer Studies, 11(2), 139-166.

피인용 문헌

  1. The influence of consumption values on fast fashion brand purchases vol.23, pp.3, 2015, https://doi.org/10.7741/rjcc.2015.23.3.468
  2. Repurchase intention toward fast fashion brands vol.23, pp.6, 2015, https://doi.org/10.7741/rjcc.2015.23.6.940
  3. Antecedents and Consequences of Brand Love for Fast Fashions vol.39, pp.5, 2015, https://doi.org/10.5850/JKSCT.2015.39.5.728