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http://dx.doi.org/10.5850/JKSCT.2011.35.3.281

The Influence of Self-Efficacy in Purchasing Clothes on Consumer Satisfaction Formation Process  

Ko, Sun-Young (Dept. of Clothing & Textiles, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.35, no.3, 2011 , pp. 281-291 More about this Journal
Abstract
This study investigates the influence of self-efficacy in purchasing clothes in the consumer satisfaction formation process. A survey was conducted on 300 adults living in the Seoul and Gyeonggi area and 231 completed questionnaires were used for analysis. The survey questionnaires measured the respondent's self-efficacy in purchasing clothes, expectation, perceived performance, expectation confirmation, and satisfaction level. The data were analyzed by moderated regression analysis. The results are as follows. First, for apparel products, perceived performance, and expectation confirmation have a direct effect on consumer satisfaction, while expectation has no direct effect on consumer satisfaction. This finding agrees with the results reported in a previous study on consumer goods with low ambiguity in assessing products and services including sneakers, underwear, cereals, and financial services. Second, the lower the self-efficacy in purchasing clothes, then the increased effect of the expectation confirmation that influences consumer satisfaction. However, the self-efficacy in purchasing clothes did not show any moderating effect on the perceived performance affecting the consumer satisfaction. The self-efficacy in purchasing clothes seems to have a moderating effect on the consumer satisfaction formation process by affecting the ambiguity in pre-purchase product assessment and not in post-purchase product evaluation.
Keywords
Self-efficacy in purchasing clothes; Consumer satisfaction; Expectation-disconfirmation paradigm;
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Times Cited By KSCI : 1  (Citation Analysis)
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