패스트 패션 브랜드에 대한 소비자의 구매 후 행동 - 기대불일치 모형을 중심으로 -
Post-purchase behavior toward fast fashion brands - Applying the expectancy disconfirmation model -
1
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
The purpose of this study is to apply the expectancy disconfirmation model to consumer post-purchase behavior toward fast fashion brands. This study incorporated repurchase intention as a result of consumer satisfaction. It was hypothesized that consumer satisfaction, which is influenced by expectation, perceived performance, and disconfirmation, influences repurchase intention. It was also hypothesized that expectation influences performance. This study examined the brands and prices of the most recent purchases of fast fashion and also examined whether the purchases were planned or unplanned. The hypothesized path was tested and the relative influences of instrumental and symbolic performance on satisfaction were identified. Data were collected from questionnaires answered by 344 university students who were selected by convenience sampling. The results were as follows: 1) Purchased brands were, in the order of frequency of purchase, Uniqlo, Zara, H&M, and Forever21, followed by domestic brands, 8seconds, Spao, and Mixxo. The frequency of unplanned purchase was more than twice higher than planned purchase. 2) Based on expectation and performance, dissatisfactory group was larger than satisfactory group, which were 35.8% and 24.7% respectively. 3) It was revealed from the expectancy disconfirmation model analysis that expectation and performance had positive influence, but cognitive dissonance had negative influence on satisfaction. Satisfaction had significant influence on repurchase intention. The path analysis showed that all hypothesized path coefficients were significant. The results suggest some effective marketing strategies for marketers in the fast fashion industry.
Abstract
The purpose of this study is to apply the expectancy disconfirmation model to consumer post-purchase behavior toward fast fashion brands. This study incorporated repurchase intention as a result of consumer satisfaction. It was hypothesized that consumer satisfaction, which is influenced by expectation, perceived performance, and disconfirmation, influences repurchase intention. It was also hypothesized that expectation influences performance. This study examined the brands and prices of the most recent purchases of fast fashion and also examined whether the purchases were planned or unplanned. The hypothesized path was tested and the relative influences of instrumental and symbolic performance on satisfaction were identified. Data were collected from questionnaires answered by 344 university students who were selected by convenience sampling. The results were as follows: 1) Purchased brands were, in the order of frequency of purchase, Uniqlo, Zara, H&M, and Forever21, followed by domestic brands, 8seconds, Spao, and Mixxo. The frequency of unplanned purchase was more than twice higher than planned purchase. 2) Based on expectation and performance, dissatisfactory group was larger than satisfactory group, which were 35.8% and 24.7% respectively. 3) It was revealed from the expectancy disconfirmation model analysis that expectation and performance had positive influence, but cognitive dissonance had negative influence on satisfaction. Satisfaction had significant influence on repurchase intention. The path analysis showed that all hypothesized path coefficients were significant. The results suggest some effective marketing strategies for marketers in the fast fashion industry.
참고문헌 (39)
- "Armani: challenge to fast fashion" (2014)[URL]
- Byun, S. E., "The antecedents of in-store hoarding : Measurements and application in the fast fashion retail environment. The International Review of Retail", Distribution and Consumer Research, 18(2), pp.133~147 (2008)
- 장애리, "패스트 패션 브랜드 마케팅믹스 요소가 추구혜택과 브랜드충성도에 미치는 영향", 한국디자인포럼, 38(38), pp.39~48 (2013), 한국디자인트렌드학회
- 최주영, "패션사이클 가속화에 따른 의류소비 행태 연구", 한국의류학회지, 32(7), pp.1137~1148 (2008), 한국의류학회
- Choi, S. J., "The process and determinants of consumer satisfaction in clothing", Journal of the Korean Society of Clothing and Textiles, 24(6), pp.928~939 (2000)
- Churchill, G. A., "An investigation into the determinants of customer satisfaction", Journal of Marketing Research, 19(4), pp.491~504 (1982)
- "Fast fashion" (2014)[URL]
- Engel, J. F., "Consumer behavior" (1995), The Dryden Press
- Festinger, L., "A theory of cognitive dissonance" (1957), Stanford University Press
- "Down Abercrombie" (2013)[URL]
- Hawkins, D. I., "Consumer behavior: Building marketing strategy" (2011), Jiphil Media
- Hong, K. H., "A longitudinal study on consumer satisfaction in clothing product", Journal of the Korean Society of Clothing and Textiles, 15(1), pp.3~14 (1991)
- Hong, K. H., "A theoretical study on clothing satisfaction model", Journal of the Korean Society of Clothing and Textiles, 16(3), pp.223~232 (1992)
- "Japan: Fast fashion market" (2014)[URL]
- Joy, A., "Fast fashion, sustainability, and the ethical appeal of luxury brands", Fashion Theory, 16(3), pp.273~296 (2012)
- 강은미, "의류제품과 미용서비스 구매시 점포서비스품질이 실버소비자만족 및재구매의도에 미치는 영향", 한국의류학회지, 31(4), pp.584~593 (2007), 한국의류학회
- 강은미, "주관적 연령이 의류점포의 서비스품질 지각, 만족 및 재구매의도에 미치는 영향-실버소비자들의 라이프스타일 유형을 중심으로-", 한국의류학회지, 33(3), pp.355~365 (2009), 한국의류학회
- Kim, H. S., "The motivational drivers of fast fashion avoidance", Journal of Fashion Marketing and Management, 17(2), pp.243~260 (2013)
- 김선희, "패스트 패션(Fast Fashion)에 대한 고찰(제2보) - 의복 평가 기준 및 점포 선택 기준을 중심으로 -", 복식문화연구, 15(5), pp.888~901 (2007), 복식문화학회
- 고선영, "의복구매효능감이 소비자 만족 형성과정에 미치는 영향", 한국의류학회지, 35(3), pp.281~291 (2011), 한국의류학회
- Kwak, D. S., "A study on the moderator of the consumer satisfaction formation process", Korean Marketing Review, 12(1), pp.183~206 (1997)
- Lee, H. S., "소비자행동" (2012), Bobmunsa
- 이학식, "소비자 만족", 불만족 판단과정에서 인지적 반응과 감성적 반응의 효과:제품성과에 대한 기능적 편익과 심리적 편익의 구분에 따른 연구, 2007, pp.22(2), 1~20[DOI]
- 이호성, "SPA(Speciality store retailer of Private label Apparel) 브랜드 구매경험이 브랜드 충성도에 미치는 영향에 관한 연구", 고객만족경영연구, 14(1), pp.101~123 (2012), 한국고객만족경영학회[DOI]
- Lee, H., "The influence of choice uncertainty and regret on post-purchase information search", master, pp.2007
- Oliver, R. L., "A cognitive model of the antecedents and consequences of satisfaction decisions", Journal of Marketing Research, 17(4), pp.460~469 (1980)
- 박혜정, "패스트 패션 브랜드 구매의 선행변수", 복식문화연구, 21(6), pp.827~843 (2013), 복식문화학회[DOI]
- 박혜정, "패션의식, 에코 패션 소비결정, 지속적 탐색행동, 쇼핑 즐거움이 패스트 패션 브랜드 구매태도에 미치는 영향", 한국의상디자인학회지, 16(2), pp.111~126 (2014), 한국의상디자인학회
- 박정민, "소비자 추구혜택에 따른 패스트 패션 브랜드 온라인 통합채널 전략", 한국의류학회지, 35(5), pp.601~611 (2011), 한국의류학회
- Park, M. H., "Reconceptualization and scale development of customer satisfaction", Korea Marketing Review, 15(3), pp.93~122 (2000)
- 노주현, "패스트패션(Fast Fashion) 현상에 대한 사회문화적 해석", 복식, 59(3), pp.27~41 (2009), 한국복식학회
- 이정임, "서비스 회복에 대한 기대-성과 불일치와 지각된 공정성이 패션 상품 고객의 만족도 및 충성도에 미치는 영향", 복식문화연구, 18(3), pp.526~540 (2010), 복식문화학회[DOI]
- 서희경, "국내", 해외 SPA브랜드 의복구매 20대 여성 소비자의 쇼핑성향과 의복만족도, 2011, pp.35(5), 501~512[DOI]
- Suh, S. H., "소비자행동론(Consumer Behavior)" (2012), 박영사
- "The huffington post" (2014)[URL]
- Ye, J. S., "The relative effects of determinants of consumer satisfaction", Journal of Consumer Studies, 10(4), pp.75~91 (1999)
- Yeo, E. J., "A study of postpurchase clothing evaluative criteria: The relationships among clothing satisfaction, brand attitude, repurchase intention", Journal of the Korean Society of Clothing and Textiles, 20(6), pp.1027~1038 (1996)
- Yi, Y. J., "Differences in the consumer satisfaction process between goods and services", Journal of Consumer Studies, 8(1), pp.101~115 (1997)
- Yi, Y., "A theoretical examination of customer satisfaction research : Findings and outlook", Journal of Consumer Studies, 11(2), pp.139~166 (2000)