의복구매효능감에 따른 의류제품평가의 차이

Abstract

This study examines whether there are differences in the evaluation of clothing products according to self-efficacy in purchasing clothes. A total of 300 surveys were distributed and 231 were used for analysis. The data were analyzed by regression and factor analysis. The results are as follows. First, there were significant differences in the product attributes considered according to self-efficacy in purchasing clothes. The consumers with high self-efficacy considered diverse product attributes comprehensively when making purchase decisions and had significantly higher score in perceived value and post-purchase satisfaction level than the consumers with low self-efficacy. Second, there were differences in the attributes of clothing products that effects perceived value according to self-efficacy in purchasing clothes. The attributes of 'clothes that I like' and 'necessary clothes' had a significant effect on perceived value for both consumers. The attributes of 'design that suits me' and 'inexpensive price' had significant effect on perceived value on consumers with high self-efficacy while the attributes of 'harmony with other clothes' had a significant effect on perceived value for consumers with low self-efficacy. Third, there were differences in product attributes and the perceived value that influenced post-purchase satisfaction level according to self-efficacy in purchasing clothes. The attributes of 'design that suits me' and perceived value had a direct effect on the post-purchase satisfaction level four consumers with a high self-efficacy. For the consumers with low self- efficacy, the attributes of 'clothes I like', 'necessary clothes', and 'design similar to that of usually purchased products' had a direct effect on post-purchase satisfaction level; however, the effect of perceived value was not found.