의복 만족 모형 구성을 위한 이론적 연구

A Theoretical Study on Clothing Satisfaction Model

The ultimate purpose of this study is to build a model on clothing satisfaction which extends the consumer satisfaction model by unifying the exportation antecedents. In the literature study, it is proposed to clarify the concepts on the clothing satisfaction, and to investigate the present paradigms of the consumer satisfaction. It is widely accepted by the clothing researchers that the clothing satisfaction is a comparative process in which the evaluation criteria are used to judge the clothing product and to access the disconfirmation. In the Disconfirmation paradigm, the role of the expectation is very important. We propose to classify the expectation into the expective expectation and the normative expectation. The normative expectation applies when the investment cost and effort are considered. The expectation is shown to be affected by the expectation antecedents of the product characteris-tics, the situation characteristics, and the consumer characteristics. We investigate in detail those clothing satisfaction determinants and their measurement methods. Then, we build a clothing satisfaction model by the disconfirmation paradigm which is composed of the expectation antecedents, the expectation (expective expectation, normative expectation), the perceived clothing product performance, and the disconfirmation.