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

  • 제35권3호
  • /
  • Pages.281-291
  • /
  • 2011
  • /
  • 1225-1151(pISSN)
  • /
  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
권호 표지
DOI QR코드

DOI QR Code

의복구매효능감이 소비자 만족 형성과정에 미치는 영향

The Influence of Self-Efficacy in Purchasing Clothes on Consumer Satisfaction Formation Process

  • Ko, Sun-Young (Dept. of Clothing & Textiles, Seoul National University)
  • 투고 : 2010.09.02
  • 심사 : 2011.01.14
  • 발행 : 2011.03.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study investigates the influence of self-efficacy in purchasing clothes in the consumer satisfaction formation process. A survey was conducted on 300 adults living in the Seoul and Gyeonggi area and 231 completed questionnaires were used for analysis. The survey questionnaires measured the respondent's self-efficacy in purchasing clothes, expectation, perceived performance, expectation confirmation, and satisfaction level. The data were analyzed by moderated regression analysis. The results are as follows. First, for apparel products, perceived performance, and expectation confirmation have a direct effect on consumer satisfaction, while expectation has no direct effect on consumer satisfaction. This finding agrees with the results reported in a previous study on consumer goods with low ambiguity in assessing products and services including sneakers, underwear, cereals, and financial services. Second, the lower the self-efficacy in purchasing clothes, then the increased effect of the expectation confirmation that influences consumer satisfaction. However, the self-efficacy in purchasing clothes did not show any moderating effect on the perceived performance affecting the consumer satisfaction. The self-efficacy in purchasing clothes seems to have a moderating effect on the consumer satisfaction formation process by affecting the ambiguity in pre-purchase product assessment and not in post-purchase product evaluation.

키워드

참고문헌

  1. 곽동성, 김규동. (1997). 소비자 만족 형성과정에 영향을 미치는 상황변수에 관한 연구-고관여 시 제품평가용이성의 개념을 중심으로-. 마케팅연구, 12(1), 183-206.
  2. 구순이. (1999). 서비스모호성이 소비자 만족의 형성과정에 미치는 영향에 관한 연구. 한국마케팅저널, 1(4), 76-104.
  3. 김광수, 곽원일. (1998). 소비자 만족 형석과정에 대한 감정 반응의 역할. 한국마케팅저널, 1(1), 1-38.
  4. 김은영. (1998). 소비자 의류 제품지식과 의복구매 시 평가 기준과의 관계. 한국의류학회지, 22(3), 353-364.
  5. 박찬욱, 문병준. (2000). 관여도와 제품지식의 상관관계에 관한 연구: 제품유형과 제품지식 측정방법의 조정적 역할을 중심으로. 소비자학연구, 11(1), 75-99.
  6. 예종석, 장경혜. (1999). 소비자 만족 결정요인들의 상대적 영향력에 관한 연구. 소비자학연구, 10(4), 36-54.
  7. 유현정, 김기옥. (2002). 인터넷 소핑경험에서의 소비자 만족 형성과정에 관한 연구. 대한가정학회지, 40(5), 179-193.
  8. 윤소현. (1997). 의복상표에 대한 친숙성과 정보탐색 및 상표충성도와의 관계. 충남대학교 대학원 석사학위 논문.
  9. 이유재. (1994). 상호작용효과를 포함한 다중회귀분석에서 주효과 검증에 대한 연구. 경영학연구, 23(4), 183-210.
  10. 이유재. (1997). 고객 만족 형성과정의 제품과 서비스 간 차이에 관한 연구. 소비자학연구, 8(1), 101-118.
  11. 이유재. (2000). 고객 만족 연구에 관한 종합적 고찰. 소비자학연구, 11(2), 139-166.
  12. 이학식. (2005). 마케팅 조사 (제2판). 서울: 법문사.
  13. 이학식, 김영, 정주훈. (1999). 실용적/쾌락적 쇼핑가치와 쇼핑만족: 구조모델의 개발과 검정. 경영학연구, 28(2), 505-538.
  14. 이학식, 최영진, 전선규. (2007). 소비자 만족/불만족 판단과정에서 인지적 반응과 감성적 반응의 효과: 제품성과에 대한 기능적 편익과 심리적 편익의 구분에 따른 연구. 마케팅연구, 22(Jun.), 1-19.
  15. 장대련, 조성도. (2002). 기술제품사용자의 조직 내 혁신저항에 영향을 미치는 요인과 지각된 자기능력의 조절효과에 관한 연구. 소비자학연구, 13(3), 245-262.
  16. 전선규, 이학식, 최영진. (2007). 소비자 만족 판단과정에서 성별효과: 제품성과가 만족도에 미치는 영향을 중심으로. 마케팅연구, 22(Sep.), 135-157.
  17. 진현정. (2008). 의류 상품 비계획구매 유형별 의사결정과정과 정서적 반응. 서울대학교 대학원 박사학위 논문.
  18. 최낙환, 황윤용. (1998). 소비자의 심리적 애호도와 제품평가에 대한 사전지식의 구조적 역할에 관한 연구. 소비자학연구, 9(4), 35-61.
  19. 홍금희. (1991). 의복제품에 대한 소비자 만족의 종적연구-구매 시 만족과 사용 시 만족을 중심으로-. 한국의류학회지, 15(1), 3-14.
  20. 황윤용. (2001). 소비자의 외부정보탐색노력과 사전지식 간의 관계에 대한 탐색동기의 역할에 관한 연구. 소비자학연구, 12(2), 1-22.
  21. Bandura, A. (1986). Social foundations of thought and action:A social cognitive theory. Englewood Cliffs, NJ: Prentice Hall.
  22. Bandura, A. (1997). Self-efficacy: The exercise of control. New York: W. H. Freeman.
  23. Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. https://doi.org/10.1037/0022-3514.51.6.1173
  24. Bolfing, P. C., & Woodruff, R. B. (1988). Effects of situational involvement on consumers' use of standards in consumer satisfaction/dissatisfaction processes. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1, 16-24.
  25. Chowdhury, J. (1993). The motivational impact of sales quotas on effect. Journal of Marketing Research, 30(1), 28-41. https://doi.org/10.2307/3172511
  26. Churchill, G. A. Jr., & Suprenant, C. (1982). An investigation into the determinants of consumer satisfaction. Journal of Marketing Research, 19, 491-504. https://doi.org/10.2307/3151722
  27. Compeau, D. R., & Higgins, C. A. (1995). Computer self-efficacy: Development of a measure and initial test. MIS Quarterly, 19, 189-211. https://doi.org/10.2307/249688
  28. Darby, M. R., & Karni, E. (1973). Free competition and the optimal amount of fraud. Journal of Law and Economics, 16(Apr.), 67-86. https://doi.org/10.1086/466756
  29. Fournier, S., & Mick, D. G. (1999). Rediscovering satisfaction. Journal of Marketing, 63(October), 5-23. https://doi.org/10.2307/1251971
  30. Hansen, B. (2006). Delineating the effects of general and system-specific computer self-efficacy beliefs on IS acceptance. Information & Management, 43, 565-571. https://doi.org/10.1016/j.im.2005.11.005
  31. Hartine, M. D., & Ferrell, O. C. (1996). The management of customer contact service employees: An empirical investigation. Journal of Marketing, 60(4), 52-70. https://doi.org/10.2307/1251901
  32. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feeling, and fun. Journal of Consumer Research, 9(Sep.), 132-140. https://doi.org/10.1086/208906
  33. Lee, H., & Kwon, N. K. (2006). The role of internet self-efficacy in internet shopping. Korean Journal of Marketing, 1(1), 27-33.
  34. Nelson, P. (1970). Information and consumer behavior. Journal of Political Economy, 78(2), 311-329. https://doi.org/10.1086/259630
  35. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17, 460-469. https://doi.org/10.2307/3150499
  36. Oliver, R. L. (1989). Processing of the satisfaction response in consumption: A suggested framework and research propositions. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 2, 1-16.
  37. Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in satisfaction judgements. Journal of Consumer Research, 14(March), 495-507. https://doi.org/10.1086/209131
  38. Torkzadeh, G., & Van Dyke, T. P. (2001). Development and validation of an internet self-efficacy scale. Behavior and Information Technology, 20(4), 275-280. https://doi.org/10.1080/01449290110050293
  39. Tse, D. K., & Wilton, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 25(May), 204-212. https://doi.org/10.2307/3172652
  40. Wood, R. E., & Locke, E. A. (1987). The relation of self-efficacy and grade goals to academic performance. Educational & Psychological Measurement, 47, 1013-1024. https://doi.org/10.1177/0013164487474017
  41. Yi, Y. (1993). The determinants of consumer satisfaction: The moderating role of ambiguity. Advances in Consumer Research, 20, 502-506.
  42. Yi, Y., & Gong, T. (2008). The electronic service quality model: The moderation effect of customer self-efficacy. Psychology & Marketing, 25(7), 587-601. https://doi.org/10.1002/mar.20226
  43. Zeithaml, V. A. (1981). How consumer evaluation processes differ between goods and services In J. H. Donnelly & W. R. George (Eds.), Marketing of services (pp. 39-47). Chicago: American Marketing Association.

피인용 문헌

  1. A Study on Cross-border Online Shoppers for Fashion Products by Benefit Sought vol.16, pp.2, 2016, https://doi.org/10.7233/ijcf.2016.16.2.025
  2. Post-purchase behavior toward fast fashion brands - Applying the expectancy disconfirmation model - vol.22, pp.6, 2014, https://doi.org/10.7741/rjcc.2014.22.6.930