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Comparative Experimental Research on Product Evaluations and Approach Behaviors of Utilitarian and Hedonic Clothing in On-line and Off-line Settings

  • Yoh, Eun-Ah (Dept. of Fashion Marketing, Keimyung University)
  • Received : 2011.03.22
  • Accepted : 2011.06.03
  • Published : 2011.06.30

Abstract

This study explores the differences in product evaluation and approach behaviors as well as the effects of product evaluation on approach behaviors of utilitarian and hedonic products in on-line and off-line settings. A total of 332 subjects participated in the experiments to assess product evaluation and approach behaviors for utilitarian and hedonic clothing products in on-line and off-line settings. The results show that even though the same stimulus was presented, consumers' product evaluation of utilitarian clothing (i.e., t-shirts) was higher in the off-line setting than in the on-line setting while the approach behavior of hedonic clothing was better in the on-line setting than in the off-line setting. In addition, color was a crucial factor generating positive approach behaviors for utilitarian clothing while style and quality were core factors influencing the approach behaviors of hedonic products in an on-line setting. There was no consistency in the results of the important factors affecting approach behaviors of utilitarian and hedonic clothing in an off-line setting. The conclusion suggests implications for marketing based upon the results of this study.

Keywords

References

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