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논문 기본 정보

자료유형
학술저널
저자정보
서현영 (성균관대학교 경영학과) 여준상 (동국대학교 경영학과) 황선진 (성균관대학교 의상학과)
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한국의류학회 한국의류학회지 한국의류학회지 제36권 제10호
발행연도
2012.1
수록면
1,040 - 1,049 (10page)

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This study examines the effects of pursued benefits and satisfaction (or dissatisfaction) on repurchase intentions. The research was comprised of a 2 (satisfaction after purchase: satisfaction versus dissatisfaction) ${\times}2$ (product benefit type: utilitarian benefit versus hedonic benefit) ${\times}2$ (hyperopic disposition: high versus low) model, designed with three mixed elements. The subject participants of this study were 168 female university students aged 20 to 29 from the Seoul, Gyeong-gi do, and Chung-cheong do areas. We performed a reliability analysis, T-test, and ANOVA using the SPSS statistic package. The results of this study are summarized as follows. In terms of product benefit that influences repurchase intention based on whether a consumer has experienced satisfaction after purchasing a fashion product, repurchase intention was high for hedonic benefits regardless of the level of satisfaction or dissatisfaction after a purchase. However, we found a significant difference in preference when the hyperopic disposition of a consumer was taken into account. When dissatisfied with a purchase, consumers with low levels of hyperopic disposition displayed higher repurchase intentions for the products of hedonic benefit than those of utilitarian benefits. However, when dissatisfied with a purchase, consumers with high levels of hyperopic disposition displayed low levels of repurchase intention regardless of the type of product benefit. When consumers are satisfied with a purchase, they are more likely to repurchase hedonic products than utilitarian products.

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