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http://dx.doi.org/10.5850/JKSCT.2007.31.2.236

The Influence of Consumer's Shopping Values on the Evaluations of Fashion Product Attributes and Brand Re-purchase Intention - Focused on the Moderating Role of Price Level -  

Park, Hyun-Hee (Dept. of Textiles & Consumer Sciences, Florida State University)
Ku, Yang-Suk (Dept. of Clothing & Textiles, Kyungpook National University)
Koo, Dong-Mo (Dept. of Business Administration, Kyungpook National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.31, no.2, 2007 , pp. 236-246 More about this Journal
Abstract
The purpose of the current study is to investigate the underlying reasons of fashion brand repurchase intention formation based on means-end chain theory and to identify whether the price level moderates the relationships between attribute evaluation and re-purchase intention. Questionnaire data from 291 consumers who had purchase experience of casual wear during the last 6 month period through off-line retail shops were analyzed. The results showed that hedonic shopping value had a positive impact on aesthetic attribute and utilitarian shopping value also had a positive impact on physical attribute of fashion product. While aesthetic attribute had a positive influence on brand repurchase intention, physical attribute had no effect on brand repurchase intention. In addition, there was no moderating effect of price level between the links from shopping value to fashion product attribute evaluation. When casual wear companies have to devise price related strategies, they need to pay attention to diverse promotion factors except for product attributes to realize price-based differentiation.
Keywords
Means-end chain theory; Shopping value; Fashion product attribute; Brand repurchase intention; Price level;
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Times Cited By KSCI : 1  (Citation Analysis)
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