대형할인점의 점포속성과 PB 의류 제품속성이 만족도 및 재구매 의도에 미치는 영향

서지정보

· 발행기관 : 복식문화학회
· 수록지 정보 : 복식문화연구 / 22권 / 1호
· 저자명 : 주성래, 정명선

영어초록

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.

참고자료

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