• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.2
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• pp.311-326
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• 2018

The satisfaction of wearing an outfit in daily life can lead to the attitude toward the clothes and further the brand image and repeat purchases; however, satisfaction generated from the moment the outfit was purchased is only temporary. Therefore, it would be necessary to study the antecedent variables that precede daily outfit satisfaction. In the current study, to understand the antecedent variables that influence the daily outfit satisfaction of consumers, in-depth interviews were conducted on thirteen women in their 20s and 30s. The results showed that peoples' outfit satisfaction was dependent on a comparison between their prior expectation and the performance of the outfit based on expectation-performance disconfirmation. The outfit performance was evaluated by themselves or others. Simultaneously, it was found that the others' opinion on the clothes and surroundings influence daily outfit satisfaction. This research helps deepen the understanding on the individual and social influential factors of the temporary satisfaction from purchase to the satisfaction of actually using clothes. This result ultimately intensifies the understanding on the consumption and evaluation of clothes in the whole life cycle of clothing products from purchase to disposal.