International Journal of Costume and Fashion

The Korean Society of Costume (한국복식학회)
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Market Mavenism and Post-Purchase Satisfaction/Dissatisfaction of Apparel Shoppers

  • Ju, Naan (Dept. of Clothing and Textiles, Hanyang University) ;
  • Park, Jee-Sun (Dept. of Fashion Industry, Incheon University) ;
  • Lee, Kyu-Hye (Dept. of Clothing and Textiles, Hanyang University)
  • Received : 2014.12.05
  • Accepted : 2014.12.22
  • Published : 2014.12.31
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Abstract

With growing competition and increasing consumer demands, companies pay more attention than ever to market mavens who play a central role in diffusing marketplace information and influencing others' decisions. To enhance our understanding of the market maven, this paper examines the role of market mavenism in shaping consumers' shopping values (utilitarian value, hedonic value) and their post-purchase satisfaction or dissatisfaction. Regression analyses revealed that market mavenism had a positive impact on hedonic shopping values, and post-purchase satisfaction. The findings showed that hedonic shopping values had a significant impact on post-purchase satisfaction while utilitarian shopping value did not have any significant relationship. Findings of the study also suggest that market mavens pursue hedonic shopping values and exhibit greater post-purchase dissatisfaction than others. Practitioners are recommended to create entertaining retail environments for market mavens who seek hedonic values when they shop. The results also suggest that practitioners need to pay close attention to market mavens at the post-purchase stage since they can be extremely dissatisfied.

Keywords

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