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A Study on the Relationship Benefit Perception and Long-term Relationship Intention Among Fashion Product Consumers  

Kim, Jie-Yurn (Dept. of Fashion Design, Honam University)
Lee, Eun-Young (Dept. of Clothing & Textiles, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.30, no.1, 2006 , pp. 176-186 More about this Journal
Abstract
The Purposes of this study are to examine the relationship benefit perception of fashion product consumers and how their benefit perception influences oil long-term relationship intention, and to construct a model of long-term relationship intention. The data was obtained from a survey of 540 females over 20years old living in seoul, Gyeonggi-do, and Gwangju-city during June in 2004. It was analyzed by frequency, reliability, factor analyses. The results of the survey were: 1 , Relationship benefits perceived by fashion product consumers were informational benefit, psychological benefit, special treatment benefit, economical benefit, and social benefit. 2. Relationship benefit influenced on satisfaction, trust, commitment, and commitment influenced on long-term relationship intention finally The findings of this study are expected to strengthen the necessity of applying customer relationship management for the fashion market.
Keywords
Relationship benefit perception; Trust; Commitment; Long-term relationship intention;
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