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The Effect of Store Satisfaction about Fashion Store and Alternative Store Attraction on Switching Barrier Perception -Focusing on the Moderating Effect of Variety Seeking Orientation-  

Kim Soo-Jin (Dept. of Clothing & Textiles, Chonnam National University)
Chung Myung-Sun (Human Ecology Research Institute, Chonnam National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.30, no.7, 2006 , pp. 1044-1053 More about this Journal
Abstract
The purposes of this study were to examine the effect of store satisfaction about fashion store and alternative store attraction on switching barrier perception and the moderating effect of variety seeking orientation. The questionnaire was administered to 450 women shopped in a department store in Gwan-ju during September, 12-26,2002. Data collected from 384 women were analyzed by using frequency, factor analysis, regression analysis, ANOVA and t-test by SPSS for WIN program. The result were as follows. First, the store satisfaction significantly influenced switching barrier perception. Second, the alternative store attraction significantly influenced switching barrier perception. Third, interaction effect between store satisfaction and variety seeking orientation was found out to be meaningful at switching barrier perception. Fourth, interaction effect between alternative store attraction and variety seeking orientation was found out to be meaningful at switching barrier perception.
Keywords
Store satisfaction; Alternative store attraction; Switching barrier perception; Variety seeking shopping orientation;
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