A Study on the Perceived Shopping Value and Consumer Satisfaction as related to Consumer′s Deal Proneness

The Purposes of this study were 1) to identify the effects of clothing involvement on deal Proneness, store images related to promotions and perceived shopping value, and 2) to reveal the effects of antecedent variables on the consumer satisfaction. The data were collected from 624 female consumers living in Seoul, Korea via self-administered questionnaires and were analyzed by frequency, factor analysis, multiple regression analysis and path analysis. The results of the study were as follows : (1) Among the factors related to clothing involvement deal proneness, store images of promotions and perceived shopping values, Clothing importance, Shopping interest Fashion interest and all three factors of deal proneness had the effect on perceived hedonic shopping values. Clothing importance, Prudent purchase, Shopping interest store images related to promotions had the effects on perceived hedonic shopping values. And Prudent purchase had the positive effects and store images related to Display had the negative effects on perceived negative shopping values. (2) From the resulted of analyzing the effects of antecedent variables on consumer satisfaction, Sweepstakes/gifts proneness, store images related to Price discount/events and Display, perceived hedonic and utilitarian shopping values positive]y influenced the consumer satisfaction. Store images related to Price discount/events had the most significant effects on consumer satisfaction. From the results of path analysis, clothing involvement had the effects on consumer satisfaction indirectly through deal proneness, store images related to promotions and perceived shopping values.

판매촉진이용성향에 따른 쇼핑가치 지각 및 소비자만족에 관한 연구