Abstract
The purpose of this study was to compare consumer satisfaction by analyzing importance on characteristics of clothing, performance, and their inconsistency between Korea and the United States. The data was collected by using a survey based on three sages of pre-tests, and main survey conducted in The U.S and Korea. Data of 520 participants from each country (260 males and 260 females) was used. The results of this study is as follows: First, both consumers in Korea and U.S. showed five factors such as aesthetics/trend, body shape, practical use/wearing, care, and distorted. In performance factor of Korean students was consisted of wearing/care, aesthetics, body shape, distorted, and trend/symbolism while that of American students was consisted of wearing, aesthetics, body shape, trend/image factor, and distorted. Second, regarding importance rate, aesthetics/trend, practical use/wearing, care, and distorted affected satisfaction of Korean students whereas aesthetics/trend factor affected satisfaction of American students. Regarding performance, body shape factor, distorted, trend/symbolic affected satisfaction of Korean students whereas trend/image affected satisfaction of American students. Third, satisfaction of Korean and American students influenced re-purchase intention and positive word-of-mouth, so proved to be the result variable of satisfaction. By understanding the differences between consumers in Korea and U.S., apparel importers and exporters may develop effective business strategies to better fulfill their customers' needs and desires, and therefore, increase their profit.
