A Study on the Post-Purchase Satisfaction of Clothing related to Shopping Value

Value is one of the most useful variable for achieving marketing concept that satisfy consumer needs. The issue related to which value consumers have when they're shopping and which effect this shopping value has on the process of consumer satisfaction formation, would be helpful to understand the post-purchase behavior as well as the process of pre-purchase decision making. Therefore, the objective of this study was to clarify differences in the process of satisfaction formation in relation to the type of shopping value. The study was conducted in three steps. Through the two steps, measurement instruments were developed. At the last step, judgement sampling method were utilized to collect the data and subjects were 614 university students. Factor analysis, cluster analysis, frequencies, t-test, and structural equation model analysis were used to analyze the data. Two groups regarding shopping value were found, which included consumers with hedonic shopping value and consumers with utilitarian shopping value. Overall, the results revealed a similar tendency in the process of satisfaction formation between two groups. But the tendency, which expressive product performance was related to the positive consumption emotion more than instrumental product performance was and instrumental product performance was related to the negative consumption emotion more than expressive product performance was, was clearer in consumers with utilitarian shopping value than in those with hedonic shopping value. In consumers with utilitarian shopping value, expressive product performance has a greater effect on satisfaction than instrumental product performance did, but in consumers with utilitarian shopping value, expressive product performance showed a similar effect on satisfaction with instrumental product performance. Understanding of the post-purchase behavior of the consumers with hedonic shopping value and the consumers with utilitarian shopping value and practical administration of the differences of the two groups would contribute to build useful marketing strategies.

쇼핑가치 추구집단에 따른 의류제품 구매후 만족에 관안 연구

본 연구에서는 소비자 측면에서 영향을 미치는 중요한 요소인 소비자 특성에 따라 소비후 과정이 달라지는 점에 주목하여 쇼핑가치에 따라 만족을 판단하는 과정에 어떠한 차이를 보이고 있는지를 알아보았다. 본 연구의 자료수집은 대학생을 대상으로 설문지 응답방식을 수집하였으며, 총 614부를 최종 자료분석에 사용하였다. 통계분석을 위하여 군집분석, t-test를 실시하였으며, 제시된 인과모형을 검증하기 위하여 공변량구조모형분석을 이용하였다.