The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The effects of both store and private brand apparel product attributes on satisfaction and repurchase intention at large discount stores

대형할인점의 점포속성과 PB 의류 제품속성이 만족도 및 재구매 의도에 미치는 영향

  • Ju, Seong-Rae (Dept. of Clothing & Textiles, Human Echology Research Institute, Chonnam National University) ;
  • Chung, Myung-Sun (Dept. of Clothing & Textiles, Human Echology Research Institute, Chonnam National University)
  • 주성래 (전남대학교 의류학과, 전남대학교 생활과학연구소) ;
  • 정명선 (전남대학교 의류학과, 전남대학교 생활과학연구소)
  • Received : 2014.01.06
  • Accepted : 2014.02.17
  • Published : 2014.02.28
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Abstract

The aims of this study were to identify the dimensions of both store and PB apparel product attributes at large discount stores, and to empirically examine the effects of each dimension of store and PB apparel product attributes on satisfaction with PB apparel products and on repurchase intension. Questionnaires were given to 264 large discount store customers, who have experienced buying PB apparel products at large discount stores. The results were as follows. First, purchased PB items and image, improvement of PB apparel products showed differences by gender. Second, the dimensions for store attributes were categorized as convenient of shopping environment, product quality, customer service, advertising reach, convenient location, and reasonable prices. The PB apparel product attributes were categorized as material handling management, quality, fashion ability, and brand power. Third, generally, both store and PB apparel product attributes at large discount stores are significantly related to PB apparel satisfaction and repurchase intention. PB satisfaction and repurchase intention of males were partly affected by store attributes and PB apparel product attributes. PB satisfaction and repurchasing intention of females, however, were partly affected by only PB apparel product attributes, not store attributes.

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References

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