The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Purchase satisfaction and repurchase intention with clothing products on online platforms

온라인 플랫폼 의류제품의 구매 만족도 및 재구매 의도

  • 박영희 (경남대학교 토털뷰티디자인학과)
  • Received : 2024.03.13
  • Accepted : 2024.05.15
  • Published : 2024.06.30
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Abstract

This study analyzed differences in the purchase satisfaction and repurchase intention of customers who buy clothing products from online platforms. The participants were teenage individuals to those in their 50s residing in Busan, Ulsan, and Gyeongsangnam-do. The data were examined via factor analysis, a t-test, Analysis of variance(ANOVA), Duncan's multiple range test, two-way ANOVA, and linear regression analysis. The factors for satisfaction with clothing products from online platforms were wearing comfort and quality, design, and price and purchase convenience. The findings revealed that purchase satisfaction based on these factors significantly varied among the participants depending on marital status, age, and occupation. Satisfaction with wearing comfort, quality, and design differed by gender. Satisfaction with wearing comfort, quality, and price and purchase convenience varied by type of purchase and type of online platforms. The interaction effects among the variables that affected purchase satisfaction were as follows. The interaction effects among the variables for wearing comfort and quality showed significant interactions between gender and type of purchase and between occupation and type of online platforms. Those for design showed significant interactions between marital status and age, between age and occupation, and so on. The interaction effects for price and purchase convenience showed significant interactions between marital status and gender and between age and occupation. The results on repurchase intention showed significant differences in such intention by marital status, age, and occupation. Repurchase intention was influenced by wearing comfort and quality, price and purchase convenience, design, and age.

Keywords

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