Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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The Influence of Consumer Self-Confidence on Clothing Satisfaction

소비자 자신감이 의복만족도에 미치는 영향

  • Jeon, Kyung-Sook (Division of Apparel and Fashion Business, Hansung University)
  • 전경숙 (한성대학교 예술대학 의류패션산업)
  • Published : 2006.09.30
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Abstract

The role of consumer self-confidence is important in consumer's purchase decision. Nevertheless, the use of self-esteem measures might cause misinformation in the specific situation of the marketing-related point of view. In this study, consumer self-confidence was measured by marketing oriented tools to clarify the dimensions of consumer self-confidence while the influence of consumer self-confidence on clothing satisfaction was also investigated. A total of 325 questionnaires were collected by surveying university students in Seoul and the surrounding metropolitan area using convenient sampling. The data were analysed by factor analysis, ANOVA, t-test, and regression by using SPSSWIN program. The findings of the study were as fellows. First, the consumer self-confidence was composed of 6 sub-scales: information acquisition, personal outcomes decision making, social outcomes decision making, consideration-set formation, persuasion knowledge, and marketplace interfaces. Second, female subjects rated higher on consumer self-confidence than male subjects did in social outcomes decision making and consideration-set formation. Third, higher income was correlated with higher social outcomes decision making and consideration-set formation. Finally, clothing satisfaction was influenced by personal outcomes decision making and information acquisition.

Keywords

References

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