의류제품구매시 소비자 만족에 영향을 미치는 요인 -의류점포 서비스 품질, 의복평가기준 및 의복관여를 중심으로- = Impact Factors on Consumer Satisfaction in Apparel Buying Behavior

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate the effects of service quality of apparel stores, evaluative criteria and clothing involvement on the consumer satisfaction. Data were collected from 481 women consumers living in Busan and analysed by frequency analysis, factor analysis, Cronbach`s α, cluster analysis, t-test and discriminant analysis. The results showed that consumers who highly involved symbolism of apparel were more influenced by salesperson service and atmosphere, and were more effected by prestige/brand royalty of apparel than those who highly involved pleasure of apparel. Those who had high scores in symbolism involvement were more satisfied with consumer satisfaction in apparel buying behaviors than those who highly involved pleasure of apparel. The service quality was the influenced variable on consumer satisfaction related to apparel products than the others. Especially, salesperson service and store atmosphere in service quality were important to the satisfaction perceived by consumers in apparel buying process.