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

The Korean Society of Clothing and Textiles (한국의류학회)
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Comparing Factors Influencing Fashion Shopping Service Satisfaction of Plus-size and Regular-size Women

플러스사이즈 여성과 일반여성의 패션쇼핑 서비스 만족도 영향요인 비교

  • Ko, Sunyoung (Dept. Fashion & Industry, Incheon National University) ;
  • Yu, Haekyung (Dept. Fashion & Industry, Incheon National University) ;
  • Kim, Chanju (Dept. Fashion & Industry, Incheon National University)
  • 고선영 (인천대학교 패션산업학과) ;
  • 유혜경 (인천대학교 패션산업학과) ;
  • 김찬주 (인천대학교 패션산업학과)
  • Received : 2014.04.21
  • Accepted : 2014.11.17
  • Published : 2015.02.28
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Abstract

This study analyzes the mechanism that explains how various service quality factors are related to consumer satisfaction when plus-size and regular-size women are engaged in fashion shopping. We constructed and tested service quality- perceived value-satisfaction model with size as a control variable. We defined plus-size women as those with a BMI over 25 and regular-size women below 25. Data were collected during April and May, 2012 and responses from 189 plus-size women and 246 regular-size women were used in the final analysis. The results are as follows. First, among service quality factors, attention was significantly related to perceived service value for both plus-size women and regular-size women. However, store facilities were significantly related to perceived service value for only plus-size women and kindness was significantly related to perceived service value only in the case of regular-size women. Second, perceived service value was significantly related to product satisfaction and service satisfaction for plus-size women and regular- size women. However a moderating effect was found between the groups where the influences of perceived service value on product satisfaction and service satisfaction in the case of plus-size women were greater than regular-size women. Third, in the case of regular-size women, service satisfaction was positively affected by product satisfaction. However, the relationship between them was not found in the case of plus-size women.

Keywords

References

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