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

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

Differences in the Evaluation of Clothing Products according to Self-Efficacy in Purchasing Clothes

의복구매효능감에 따른 의류제품평가의 차이

  • Ko, Sun-Young (The Research Institute of Human Ecology, University of Incheon)
  • 고선영 (인천대학교 생활과학연구소)
  • Received : 2011.02.08
  • Accepted : 2011.05.11
  • Published : 2011.07.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study examines whether there are differences in the evaluation of clothing products according to self-efficacy in purchasing clothes. A total of 300 surveys were distributed and 231 were used for analysis. The data were analyzed by regression and factor analysis. The results are as follows. First, there were significant differences in the product attributes considered according to self-efficacy in purchasing clothes. The consumers with high self-efficacy considered diverse product attributes comprehensively when making purchase decisions and had significantly higher score in perceived value and post-purchase satisfaction level than the consumers with low self-efficacy. Second, there were differences in the attributes of clothing products that effects perceived value according to self-efficacy in purchasing clothes. The attributes of 'clothes that I like' and 'necessary clothes' had a significant effect on perceived value for both consumers. The attributes of 'design that suits me' and 'inexpensive price' had significant effect on perceived value on consumers with high self-efficacy while the attributes of 'harmony with other clothes' had a significant effect on perceived value for consumers with low self-efficacy. Third, there were differences in product attributes and the perceived value that influenced post-purchase satisfaction level according to self-efficacy in purchasing clothes. The attributes of 'design that suits me' and perceived value had a direct effect on the post-purchase satisfaction level four consumers with a high self-efficacy. For the consumers with low self- efficacy, the attributes of 'clothes I like', 'necessary clothes', and 'design similar to that of usually purchased products' had a direct effect on post-purchase satisfaction level; however, the effect of perceived value was not found.

Keywords

References

  1. Abraham-Mullrali, L., & Littrell, M. A. (1995). Consumers' conceptualization of apparel attributes. Clothing and Textile Research Journal, 13(2), 65−74. https://doi.org/10.1177/0887302X9501300201
  2. Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(March), 411−454. https://doi.org/10.1086/209080
  3. Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intention. Journal of Marketing, 66(2), 120−141. https://doi.org/10.1509/jmkg.66.2.120.18470
  4. Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice Hall.
  5. Bandura, A. (1997). Self-efficacy: The exercise of control. New York: W. H. Freeman.
  6. Bettman, J. R., & Sujan, M. (1987). Effect of framing on evaluation of comparable and noncomparable alternatives by expert and novice consumers. Journal of Consumer Research, 14(Sep.), 141−154. https://doi.org/10.1086/209102
  7. Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(June), 1−16. https://doi.org/10.1086/209031
  8. Cho, N. K. (1995). A study on the role of price, prior knowledge, and set-size on evaluation of bundling product. Korea Marketing Review, 10(2), 61−75.
  9. Choi, N. H., & Hwang, Y. Y. (1998). Structural role analysis of prior knowledge on the consumer's psychological loyalty and product evaluation. Journal of Consumer Studies, 9(4), 35−61.
  10. Chu, W., & Hwang, H. (2008). How post-purchase and anticipated regrets shape a consumer's subsequent decision making- An approach on moderating role of decision making variables and the trait of transaction experiences in minimizing regret emotion-. Journal of Consumer Studies, 19(2), 215−246.
  11. 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
  12. Duhan, D. F., Johnson, S. D., Wilcox, J. B., & Harrell, G. D. (1997). Influences on consumer use of word of mouth recommendation sources. Journal of Academy of Marketing Science, 25(Fall), 283−295. https://doi.org/10.1177/0092070397254001
  13. Duncan, C. P., & Olshavsky, R. W. (1982). External search: The role of consumer belief. Journal of Marketing Research, 19(Feb.), 32−43. https://doi.org/10.2307/3151528
  14. 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
  15. Hoch, S. J., & Deighton, J. (1989). Managing what consumer learn from experience. Journal of Marketing, 53(April), 1−20.
  16. Hong, K. H. (1991). A longitudinal study on consumer satisfaction in clothing product-With reference to satisfaction at the point of purchase and satisfaction in wearing-. Journal of the Korean Society of Clothing and Textiles, 15(1), 3−14.
  17. Hong, K. H. (1999). A study on clothing complaining behavior: Texonomy, cause and type. Journal of the Korean Society of Clothing and Textiles, 23(1), 90−98.
  18. Hwang, Y. Y. (2001). The influence of self-confidence on consumer self-oriented information search preference: Focusing on mediated role of uncertainty. Journal of Consumer Studies, 12(2), 1−22.
  19. Jin, H. J. (2008). The decision making process and emotional response according to unplanned purchase type of clothing product. Unpublished doctoral thesis, Seoul National University, Seoul.
  20. Johnson, E. J., & Russo, E. (1984). Product familiarity and learning new information. Journal of Consumer Research, 11(June), 542−550. https://doi.org/10.1086/208990
  21. Jones, G. R. (1986). Socialization tactics, self-efficacy and new comers. The Academy of Management Journal, 29(June), 262−279. https://doi.org/10.2307/256188
  22. Jun, S., Lee, H., & Choi, Y. J. (2007). Gender effects on the satisfaction judgement: The influence of perceived performance on overall satisfaction. Korea Marketing Review, 22 (Sep.), 135−157.
  23. Kang, E. M., & Park, E. J. (2003). Impact factors on consumer satisfaction in apparel buying behavior. Journal of the Korean Society of Clothing and Textiles, 27(1), 29−39.
  24. Kim, E. Y. (1998). The relationship between clothing product knowledge and evaluative criteria in clothing purchase process. Journal of the Korean Society of Clothing and Textiles, 22(3), 353−364.
  25. Kim, K. S. (1994). A cross-cultural study on product evaluative criteria between Korea and USA. International Business Journal, 5, 117−145
  26. Kim, M. Y. (1995). Theoretical classification of the clothing evaluative criteria. Journal of the Korean Society of Clothing and Textiles, 19(6), 857−865.
  27. Kim, M. Y., & Rhee, E. Y. (1991). A study on the theoretical framework of clothing evaluative criteria. Journal of the Korean Society of Clothing and Textiles, 15(3), 321−334.
  28. Ko, S. (2008). An exploratory study categorizing types of unplanned buying-By means of the purchasing decision-making process for clothing product-. Journal of Consumer Studies, 19(3), 147−162.
  29. Koh, A. (1994). Consumer intention to purchase domestic/foreign brand jeans: Beliefs, attitude, and individual characteristics. Journal of the Korean Society of Clothing and Textiles, 18(2), 263−272.
  30. Lee, H. S., & Lim, S. J. (2000). The effect of price and brand on the perceived quality, value and purchase of clothing. Journal of the Korean Society of Clothing and Textiles, 24(4), 498−509.
  31. Lim, C. H., & Pyun, H. S. (2000). Effect in consumer's shopping value and shopping satisfaction according to service type of retail store. Journal of Consumer Studies, 11(3), 169−192.
  32. Oliver, R. L. (1977). Effect of expectation and disconfirmation of postexposure product evaluations: An alternative interpretation. Journal of Applied Psychology, 62, 482−483.
  33. 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
  34. Olson, J. C. (1977). Price as an international cue: Effects in product evaluation. In A. G. Woodside, J. N. Sheth, & P. D. Bennet (Eds.), Consumer and industrial behavior (pp. 267− 286). New York: North Holland Publishing Company.
  35. Park, C. W., & Moon, B. J. (2000). A study on the relationship between product involvement and product knowledge: Moderating role of product type and product knowledge measurement method. Journal of Consumer Studies, 11(1), 75−99.
  36. Park, C. W., Mothersbaugh, D. L., & Feick, L. (1994). Consumer knowledge assessment. Journal of Consumer Research, 21, 71−82. https://doi.org/10.1086/209383
  37. Park, E. J., & Rhee, E. Y. (1982). The factorial structure analysis of the criteria on clothing selection. Journal of the Korean Society of Clothing and Textiles, 6(2), 41−48.
  38. Park, S. E., & Lim, S. J. (1999). A study of influence of the attribute perception of clothing upon preference and purchase intentions. Journal of the Korean Society of Clothing and Textiles, 23(7), 929−940.
  39. Park, S. E. (2006). The cognitive complexity of clothing attributes -Focused on clothing involvement-. Journal of the Korean Society of Clothing and Textiles, 30(4), 497−506.
  40. 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
  41. 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
  42. Yi, Y. J. (2000). Overall examination on researches about consumer satisfaction. Journal of Consumer Studies, 11(2), 139−166.
  43. Yoon, S. H. (1997). The relationships of brand familiarity of clothing and information search, brand loyalty. Unpublished master's thesis, Chungnam National University, Daejeon.
  44. Zaithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(July), 2−22.