The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Store Attributes as Determinants of Store Loyalty - Moderating Effect of Rural versus Urban Apparel Shoppers -

  • Lee, Jung-Eun (Dept. of Consumer Sciences, The Ohio State University) ;
  • Cho, Jung-Rim (Dept. of Consumer Sciences, The Ohio State University) ;
  • Stoel, Leslie (Dept. of Consumer Sciences, The Ohio State University)
  • Received : 2012.01.11
  • Accepted : 2012.02.01
  • Published : 2012.02.29
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Abstract

The purpose of this study was to explore differences in determinants of loyalty, including years of loyalty and use of word-of-Mouth (WOM), across rural and urban apparel shoppers. The secondary data used for this study was collected by BIG research in their Consumer Intentions and Actions Study. Hierarchical multiple regression analysis was conducted, and the results showed that four store attributes (fashionability, promotion, shopping environment, and retail basics) were positively related to store loyalty. Findings of the study also revealed that the effect of fashionability and retail basics on store loyalty differed significantly across rural and urban consumers while promotion and shopping environment were not different predictors of store loyalty between rural and urban apparel shoppers. Specifically, store attributes of fashionability were stronger antecedents of loyalty for women's clothing shoppers in urban areas than rural shoppers. The retail basics had a greater influence on store loyalty among women's apparel customers in rural areas than customers in urban areas.

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