• 한국의류학회지
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• 제30권7호
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• pp.1044-1053
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• 2006

The purposes of this study were to examine the effect of store satisfaction about fashion store and alternative store attraction on switching barrier perception and the moderating effect of variety seeking orientation. The questionnaire was administered to 450 women shopped in a department store in Gwan-ju during September, 12-26,2002. Data collected from 384 women were analyzed by using frequency, factor analysis, regression analysis, ANOVA and t-test by SPSS for WIN program. The result were as follows. First, the store satisfaction significantly influenced switching barrier perception. Second, the alternative store attraction significantly influenced switching barrier perception. Third, interaction effect between store satisfaction and variety seeking orientation was found out to be meaningful at switching barrier perception. Fourth, interaction effect between alternative store attraction and variety seeking orientation was found out to be meaningful at switching barrier perception.

• 한국의류학회지
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• 제29권2호
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• pp.356-366
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• 2005

The purpose of this study was to examine a path analysis of perceived service quality, store image, alternative store attraction, consumer satisfaction and switching barrier perception on store loyalty in apparel product purchasing. The questionnaire was administered to 450 women shopped in a department store in Gwang-ju during September, 12-26, 2002. Data collected from 384 women were analyzed by using frequency, multiple regression analysis, path analysis by SPSS for WIN program. The results were as follows ; First, the switching barrier perception, consumer satisfaction, perceived service quality, store image significantly influenced store loyalty. Second, the consumer satisfaction, perceived service quality, store image, alternative store's attraction significantly influenced switching barrier perception. Third, the perceived service quality, store image, alternative store's attraction significantly influenced consumer satisfaction. Fourth, the perceived service quality, store image, alternative store's attraction had indirect effects on store loyalty mediated by consumer satisfaction and switching barrier perception. The consumer satisfaction had indirect effects on store loyalty mediated by switching barrier perception. In short, perceived service quality, store image, alternative store's attraction influenced on store loyalty mediated by consumer satisfaction and switching perception.