Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Analysis of Satisfaction and Repurchase Intention for Women's Leggings by Demographic Characteristics

인구통계학적 특성에 따른 여성 레깅스 만족도 및 재구매 의도 분석

  • Received : 2022.01.26
  • Accepted : 2022.04.08
  • Published : 2022.05.30
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Abstract

This study was aimed to investigate the differences in satisfaction and repurchase intention of leggings focused on women who have ever worn leggings. The participants were women in their 10s-50s who were residing in Busan and Gyeongnam, Korea. The survey was taken between July 3rd and 28th, 2021. A total of 313 questionnaires were completed and used in the statistical analysis. The data were analyzed with 𝛘2-test, t-test, ANOVA, etc. using the SPSS. The leggings wearing by demographic characteristics were significantly different for age, monthly income, and occupation. The factors related to leggings postpurchase satisfaction were identified as reshaping body type and utilization, wearing sensation and functionality, design and price, colorfastness to laundry, and quality. As a result of analyzing the difference for leggings postpurchase satisfaction by demographic characteristics, colorfastness to laundry, and quality were significantly different by marital status, reshaping body type and utilization, design and price, and colorfastness to laundry, and quality were significantly different by age. All postpurchase satisfaction factors were significantly different by monthly income. Design and price, colorfastness to laundry, and quality were significantly different by occupation. The variables influencing the level of leggings satisfaction were wearing sensation and functionality, followed by design and price, reshaping body type and utilization, and colorfastness to laundry and quality. The repurchase intention of leggings was significantly different by age and monthly income. The variables influencing repurchase intention of leggings were design and price, followed by reshaping body type and utilization.

Keywords

References

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