본문 바로가기
KERD
논문KCI 등재

패션제품 구매 후 후회 - 선행변수로서의 인지욕구, 유행선도력과 결과변수로서의 불만족, 후회해소과정 및 재구매의도 -

Regret after purchasing fashion goods - Need for cognition and fashion leadership as antecedents and dissatisfaction, regret solving process and re-buying intention as consequences -

박수경|조남혜
복식문화학회 (The Costume Culture Association)|2015.10|복식문화연구 (The Research Journal of the Costume Culture)|제23권 제5호|pp. 846-860|DOI 10.29049/rjcc.2015.23.5.846

0

조회

0

다운로드

4

인용

0

참고문헌

키워드

재구매의도후회인지욕구regretneed for cognition유행선도력후회해소과정fashion leadershipregret resolutionrebuying intentions
주제분류생활과학

초록

The purposes of this study were to investigate the influences of need for cognition (NFC) and fashion leadership on regret after purchasing fashion goods in female consumers and examine the relationships between regret and its dependent variables (i.e., dissatisfaction, regret resolution, and rebuying intentions). Data collection was conducted through a survey for females in their 20s~40s, and 642 questionnaires were used for final data analyses in which frequency analysis, factor analysis, reliability analysis, and regression were applied using SPSS 14.0. The results were as follows. The higher NFC was or the lower fashion leadership was, the higher the degree of regret, as NFC and fashion leadership both had a significant influence on regret. In terms of the dependent variables, the higher the degree of regret, the higher the degree of dissatisfaction and ultimately the lower the rebuying intentions. In addition, the influence of regret on regret resolution and the influence of regret resolution on rebuying intentions were significant. This study verified that consumers’ characteristics and feelings of regret had a significant influence on their buying behavior of fashion goods. The results suggest that consumers’ feelings of regret (which influence consumer satisfaction and rebuying intentions) should be considered in terms of competitive marketing strategies at fashion companies.

Abstract

The purposes of this study were to investigate the influences of need for cognition (NFC) and fashion leadership on regret after purchasing fashion goods in female consumers and examine the relationships between regret and its dependent variables (i.e., dissatisfaction, regret resolution, and rebuying intentions). Data collection was conducted through a survey for females in their 20s~40s, and 642 questionnaires were used for final data analyses in which frequency analysis, factor analysis, reliability analysis, and regression were applied using SPSS 14.0. The results were as follows. The higher NFC was or the lower fashion leadership was, the higher the degree of regret, as NFC and fashion leadership both had a significant influence on regret. In terms of the dependent variables, the higher the degree of regret, the higher the degree of dissatisfaction and ultimately the lower the rebuying intentions. In addition, the influence of regret on regret resolution and the influence of regret resolution on rebuying intentions were significant. This study verified that consumers’ characteristics and feelings of regret had a significant influence on their buying behavior of fashion goods. The results suggest that consumers’ feelings of regret (which influence consumer satisfaction and rebuying intentions) should be considered in terms of competitive marketing strategies at fashion companies.

참고문헌 (53)

  1. Ajzen, I., "Understanding attitudes and predicting social behavior" (1980), Prentice-Hall
  2. Bell, D. E., "Regret in decision making under uncertainty", Operations Research, 30(5), pp.961~981 (1982)
  3. Berry, L. L., "Marketing services: Competing through quality" (1991), The Free Press
  4. Blackwell, R. D., "Customer behavior" (2001), Harcourt College Publishers
  5. John T. Cacioppo, "The need for cognition.", Journal of Personality and Social Psychology, 42(1), pp.116~131 (1982), American Psychological Association (APA)[DOI]
  6. 차인숙, "T.V홈쇼핑 衣類製品 購買시 經驗하는 感情的 側面에 關한 質的硏究", 패션 비즈니스, 8(1), pp.34~48 (2004), 한국패션비즈니스학회
  7. Cho, Y. J., "A study on psychological characteristics and clothing benefits sought according to fashion leadership", Journal of Consumer Studies, 12(3), pp.171~190 (2001)
  8. Joel B. Cohen, "The Dissonance Model in Post-Decision Product Evaluation", Journal of Marketing Research, 7(3), pp.315~ (1970), JSTOR[DOI]
  9. Terry Connolly, "Regret in economic and psychological theories of choice", Journal of Behavioral Decision Making, 19(2), pp.139~154 (2006), Wiley-Blackwell[DOI]
  10. Dube, L., "Trend effects and gender differences in retrospective judgements of consumption emotions", Journal of Consumer Research, 23(2), pp.156~162 (1996)
  11. Ferguson, M. A, "Need for cognition and the medium dependency components of reliance and exposure: A study of newpaper, magazine, television, and radion dependency", Paper presented at the meeting of the International Communication Association (1985)
  12. Festinger, L., "A theory of cognitive dissonance" (1957), Stanford University Press
  13. 김완석, "효율적인 인지욕구 측정: 단축형 척도개발", 한국심리학회지: 소비자·광고, 8(1), pp.127~133 (2007), 한국소비자·광고심리학회
  14. Haugtvedt, C., "Personality and ad effectiveness: Exploring the utility of need for cognition", Advances in Consumer Research, 15(1), pp.209~212 (1988)
  15. Horn, M. J., "The second skin: An interdisciplinary study of clothing" (1981), Houghton Mifflin
  16. J. Jeffrey Inman, "Regret in Repeat Purchase versus Switching Decisions: The Attenuating Role of Decision Justifiability", Journal of Consumer Research, 29(1), pp.116~128 (2002), Oxford University Press (OUP)[DOI]
  17. 양윤, "성향 및 상황 조절초점이 행동", 무행동에 대한 소비자 후회에 미치는 영향, 2009, pp.10(3), 513~533[DOI]
  18. Kaiser, S. B., "The social psychology of clothing and personal adornment" (1985), Macmillan
  19. Kardes, F. R., "Consumer behavior and managerial decision making" (1999), Addison-Wesley
  20. Kehoe, C. M., "Surveying the territory : GVU's five WWW user surveys", The World Wide Web Journal, 1(3), pp.77~84 (1996)
  21. Kim, C. J., "A comparative analysis of the characteristics of male consumers segmented by fashion leadership", Journal of the Korean Society of Costume, 37, pp.89~102 (1998)
  22. 전인수, "소비자 후회: 사후가정사고의 영향 및 후회해소노력이 구매후 행동에 미치는 영향", 마케팅연구, 21(4), pp.165~187 (2006), 한국마케팅학회
  23. Kim, J. H., "A study on clothing purchase decision process by fashion leadership", master, pp.1988
  24. Kim, K. H., "A study on the prepurchase decision making process for female high school students by fashion leadership", Journal of the Korean Society of Clothing and Textiles, 21(3), pp.487~501 (1997)
  25. Kim, M. H., "The influence of consumers' perceived risk and regret -solution effort upon the post- purchase behavioral intention: Focusing on the adjustment role of impulse buying types", master, pp.2008
  26. Kim, S. H, "A study on the relationship between the fashion leadership and the characteristics of the shopping-related behavior", Journal of the Korean Society of Clothing and Textiles, 25(1), pp.162~172 (2001)
  27. Kim, S. H., "A study on the structure of clothing consumption values and the relation between clothing consumption values and, clothing involvement and fashion leadership", doctor, pp.1999
  28. Kim, S. K., "자기-감시, 사용상황 및 지각된 위험이 소비자 행동에 미치는 영향", Advertising Research, 29, pp.103~125 (1995)
  29. Landman, J., "Regret: The persistence of the possible" (1993), Oxford University Press
  30. Lee, H. I., "The influence of choice uncertainty and regret on post-purchase information search", master, pp.2007
  31. Lee, J. Y., "The effects of model's and customer's body shape in internet fashion shopping mall on shopping emotion, store satisfaction and store revisit intention: Focusing on the moderating effects of consumer's body satisfaction and physical appearance comparison", master, pp.2008
  32. 이성수, "소비자 의사결정에서 사전가정사고와 예상된 후회의 역할: 종결욕구와 낙관-비관주의의 조절", 한국심리학회지: 소비자·광고, 10(1), pp.147~166 (2009), 한국소비자·광고심리학회
  33. Lee, Y. H., "A study on the correlations between fashion leadership, clothing satisfaction and body cathexis", master, pp.1996
  34. Graham Loomes, "Regret Theory: An Alternative Theory of Rational Choice Under Uncertainty", The Economic Journal, 92(368), pp.805~ (1982), JSTOR[DOI]
  35. Robert M. Morgan, "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58(3), pp.20~ (1994), JSTOR[DOI]
  36. 나준희, "소비자의 조절적 동기가 구매후 후회에 미치는 영향", 한국심리학회지: 소비자·광고, 5(1), pp.3~3 (2004), 한국소비자·광고심리학회
  37. Oliver, R. L., "Cognitive, affective, and attribute base of the satisfaction response", Journal of Consumer Research, 20(3), pp.418~430 (1993)
  38. Oliver, R. L., "Satisfaction: A behavioral perspective on the consumer" (1997), McGraw Hill
  39. Oliver, R. L., "A response determinants in satisfaction judgements", Journal of Consumer Research, 14(4), pp.495~507 (1988)
  40. Parasuraman, A., "Reassessment of expectations as a comparison standard in measure service quality : Implications for further research", Journal of Marketing, 58(1), pp.111~124 (1994)
  41. 박은주, "의류제품의 소비감정에 대한 구조 분석", 복식문화연구, 11(2), pp.219~230 (2003), 복식문화학회
  42. Park, S. K., "A cross-cultural study on consumer satisfaction of clothing between Korean and United States: Focusing on jeans wear", doctor, pp.2003
  43. Patrick, V. M., "Coping with it : Regret for action vs. inaction in the consumer context", Advances in Consumer Research, 30, pp.241~248 (2003)
  44. 손영화, "고객 만족", 불만족 귀인이 불평행동 및 재구매 의도에 미치는 효과, 2006, pp.7(2), 165~193[DOI]
  45. Song, M. R., "The effect of the degree of preference toward the chosen brand on postpurchase Regret: Investigate the relative influence of brand attribution and self attribution", doctor, pp.2007
  46. Tsiros, M., "Regret: A model of its antecedents and consequences in consumer decision making", Journal of Consumer Research, 26(4), pp.401~417 (2000)
  47. Robert A. Westbrook, "Product", Consumption-Based Affective Responses and Postpurchase Processes, 1987, pp.24(3), 258~[DOI]
  48. Westbrook, R. A., "The dimensionality of consumption emotion patterns and consumer satisfaction", Journal of Consumer Research, 18(1), pp.84~91 (1991)
  49. Yang, J. H., "The relationships between benefit seeking, brand loyalty, and fashion leadership of fashion luxury goods", master, pp.2003
  50. Yang, Y., "The effects of selfmonitoring, usage situation, and brand familiarity on preference for advertising copy based on attitude functions", The Korean Journal of Advertising, 9(3), pp.51~70 (1998)
  51. 이유재, "부정적 소비감정의 선행요인과 결과변수에 대한 연구 -후회감, 실망감을 중심으로 -", 소비자학연구, 16(4), pp.103~128 (2005), 한국소비자학회
  52. M ZEELENBERG, "A Theory of Regret Regulation 1.0", Journal of Consumer Psychology, 17(1), pp.3~18 (2007), Elsevier BV[DOI]
  53. Zeelenberg, M., "Conflict and tradeoffs in decision making", pp.136~155 (2001), Cambridge University Press

관련 논문AI추천

Exploring the Relationships between Regret, Dissatisfaction, and Repurchase Intention of Fashion GoodsYu Hua Cui, Yu Ling Bai한국패션비즈니스학회 · 패션 비즈니스2021 · 제25권 제6호인터넷 쇼핑몰 유형별 패션 소비자의 불확실성, 후회경험 및부정적 행동의도에 관한 연구이은진, 정욱환한국의류산업학회 · 한국의류산업학회지2013 · 제15권 제5호의류제품의 인터넷 구매 후 행동에 관한 연구 - 불만족 요인과 불평 행동을 중심으로 -박수경, 조남혜복식문화학회 · 복식문화연구2010 · 제18권 제2호인터넷 쇼핑몰 속성 지각과 후회가 불평 행동과 재구매 의도에 미치는 영향강지현, 정명선복식문화학회 · 복식문화연구2010 · 제18권 제4호패스트 패션 브랜드에 대한 재구매 의도 - 제품 특성, 소비자 특성, 인지부조화 -박혜정, 전경숙복식문화학회 · 복식문화연구2015 · 제23권 제6호독특성 욕구가 충동구매, 후회, 만족에 미치는 영향: 중국 패션제품 소비자를 중심으로김정희, 원려나한국상품학회 · 상품학연구2015 · 제33권 제2호

이 간행물의 다른 논문 (13건)

현대 구조적 패션디자인에 나타난 구조미의 표현방식에 대한 연구 - 산티아고 칼라뜨라바의 건축특성을 중심으로 -엄소희, 이연지pp. 737-754실버 의류산업 활성화를 위한 노년 비만여성의 체형연구김숙진, 성옥진pp. 755-767호장근을 이용한 견직물의 천연염색김상률pp. 768-777베이비붐 세대 여성의 실루엣에 따른 재킷 패턴 개발최창숙, 김지현, 김효숙pp. 778-792온라인 쇼핑몰 소비자의 기분-태도 관계에 영향을 미치는 배경음악 특성의 조절효과최수진, 여은아pp. 793-806
원문 보기