Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Store Satisfaction about Fashion Store and Alternative Store Attraction on Switching Barrier Perception -Focusing on the Moderating Effect of Variety Seeking Orientation-

의류제품 구매 시 소비자의 점포만족도와 대체점포매력도가 전환장벽지각에 미치는 영향 -다양성추구성향의 조절효과를 중심으로-

  • Kim Soo-Jin (Dept. of Clothing & Textiles, Chonnam National University) ;
  • Chung Myung-Sun (Human Ecology Research Institute, Chonnam National University)
  • Published : 2006.07.01
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Abstract

The purposes of this study were to examine the effect of store satisfaction about fashion store and alternative store attraction on switching barrier perception and the moderating effect of variety seeking orientation. The questionnaire was administered to 450 women shopped in a department store in Gwan-ju during September, 12-26,2002. Data collected from 384 women were analyzed by using frequency, factor analysis, regression analysis, ANOVA and t-test by SPSS for WIN program. The result were as follows. First, the store satisfaction significantly influenced switching barrier perception. Second, the alternative store attraction significantly influenced switching barrier perception. Third, interaction effect between store satisfaction and variety seeking orientation was found out to be meaningful at switching barrier perception. Fourth, interaction effect between alternative store attraction and variety seeking orientation was found out to be meaningful at switching barrier perception.

Keywords

References

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