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http://dx.doi.org/10.5805/SFTI.2014.16.4.580

A Study on the Influence on VM based on Consumers' Regulatory Focus on Shopping Value and Shopping Satisfaction  

Lee, Ho-Jung (Dept. of Fashion Design, Pukyong National University)
Oh, Hee-Sun (Dept. of Fashion Design, Pukyong National University)
Suh, Yong-Han (Dept. of Distribution Management, Ulsan College)
Publication Information
Fashion & Textile Research Journal / v.16, no.4, 2014 , pp. 580-587 More about this Journal
Abstract
This study demonstrates how the composition of VM based on regulatory focus influences shopping value and how shopping value influences shopping satisfaction. A survey form was developed and 90 copies were used for analysis. SPSS 19.0 for Windows Package was used to perform frequency analysis, factor analysis, and regression analysis. The results of the study were: First, convenience of VM had a significantly positive (+) influence on utilitarian shopping value. Second, both utilitarian shopping value and hedonic shopping value had a statistically significant influence on shopping satisfaction. Third, in terms of promotion focus, suitability, fashionableness, reconcilability, and attractiveness of VM had a significantly positive (+) influence on the hedonic shopping value. In terms of preventive focus, convenience and reconcilability of VM had a significantly positive (+) influence on utilitarian shopping value, and convenience, suitability, and fashionableness had a significantly positive (+) influence on hedonic shopping value. In the promotion focus, both utilitarian shopping value and the hedonic shopping value had a significantly positive (+) influence on shopping satisfaction. In the preventive focus only the utilitarian shopping value had a significantly positive (+) influence on shopping satisfaction.
Keywords
regulatory focus; VM; shopping value; shopping satisfaction;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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