A Study on Clothing Satisfaction according to Product Type And Consumer Fashion Involvement -Jacket Type and Pantyhose Type-

제품유형과 소비자 유행관여도에 따른 의복만족도 연구 -자켓과 스타킹 제품을 중심으로-

  • 홍금희 (부산여자대학교 자연과학대학 의류학과)
  • Published : 1995.05.01

Abstract

This study was designed to verify the clothing satisfaction according to product type (jacket vs. pantyhose) and consumer fashion involvement. Research problems were as following; 1. To identify a clothing satisfaction according to product type. 2. To discover which of satisfaction relevant variables has the most influence on clothing satisfaction. 3. To examine the relationship between expectations and discontinuations. 4. To examine the degree of influence of product type and consumer fashion involvement on expectations. The survey was carried out in Pulsar shopping area. The 104 subjects (51 for jacket, 53 for pantyhose) participated in the final analysis. The results of analysis were as following; 1. The main path of clothing satisfaction was that the product type -1 the expectations -1 the perceived performance (-1 the discontinuation) -1 the clothing satisfaction. Those relevant variables explained 62% of clothing satisfaction variance. The most powerful determinant was the perceived performance. 2. For jacket type, the influence of perceived performance appeared to be greater than that of the discontinuation. And the consumer fashion involvement affected the expectations and the discontinuation. 3. For pantyhose type, the consumer fashion involvement divan't affect the expectations. The influence of discontinuation was relatively higher than that of jacket type.

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