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한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.40 no.3, 2016년, pp.409 - 426
조남혜 (연성대학교 패션산업과) , 박수경 (울산대학교 생활과학부 의류학전공)
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This study examined consumers' regret after purchasing fashion goods. We identified product and situational characteristics that influence regret as well as the relationship between regret and its result variables, dissatisfaction, regret solving effort and repurchase intention. We collected 642 cop...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 제품으로서의 의복특성이란? | 제품으로서의 의복특성이란 의복을 구성하고있는 여러 가지 특성, 즉 의류상품 자체가 가지고 있는 특성이라 할 수 있다. 소비자가 의류제품을 구매하는 이유는 그 제품을 소비, 사용함으로써 얻게 되는 혜택 때문이며 제품특성은 이러한 소비자 혜택과 가장 밀접하게 관련되는 개념이다(Park, 2003). | |
| 재구매의도란? | 재구매의도(repurchase intention)는 소비자가 현재 이용 중인 기업의 제품이나 서비스를 다시 구매하고자 하는 의지로 Tsiros and Mittal(2000)은 후회와 만족이 재구매의도 및 불평의도에 미치는 영향을 밝혀 소비자 의사결정에서의 후회모형을 제시하였다. 재구매의도는 계속해서 관계를 유지하겠다는 것을 의미하므로 관계마케팅과 관련지어 고려될 수 있는데, 여러 선행연구에서 재구매의도는 만족의 영향을 받는다는 결과를 제시하였으며(Oliver, 1997; Parasuraman et al. | |
| 의류제품에서의 재구매의도는 어떻게 작용할 것인가? | 이에 본 연구에서는 후회, 불만족, 후회해소노력이 재구매의도에 미치는 영향을 고찰하고자 한다. 의류제품에서 재구매는 동일 아이템이나 스타일 또는 상표에 대한 재구매로 분류할 수 있는데, 내의나 양말류와 같은 제품은 동일한 아이템과 스타일에 대한 반복구매가 자주 일어나지만 다른 의류제품의 경우에는 매 시즌마다 스타일이 변하기 때문에 동일 제품에 대한 재구매보다는 동일 상표에 대한 재구매가 일어날 것이다. 본 연구에서는 비슷한 스타일에 대한 재구매의도, 동일 브랜드에 대한 재구매의도, 동일 점포에 대한 재구매의도를 고려하고자 한다. |
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