Market Mavenism and Post-Purchase Satisfaction/Dissatisfaction of Apparel Shoppers
- Title
- Market Mavenism and Post-Purchase Satisfaction/Dissatisfaction of Apparel Shoppers
- Other Titles
- Dissatisfaction of Apparel Shoppers
- Author
- 이규혜
- Keywords
- market maven; mavenism; shopping values; post-purchase satisfaction; post-purchase dissatisfaction
- Issue Date
- 2014-12
- Publisher
- 한국복식학회
- Citation
- International Journal of Costume and Fashion, 권: 14. 호: 2, 페이지: 51-65
- Abstract
- With growing competition and increasing consumer demands, companies pay more attention than ever to market mavens who play a central role in diffusing marketplace information and influencing others' decisions. To enhance our understanding of the market maven, this paper examines the role of market mavenism in shaping consumers' shopping values (utilitarian value, hedonic value) and their post-purchase satisfaction or dissatisfaction. Regression analyses revealed that market mavenism had a positive impact on hedonic shopping values, and post-purchase satisfaction. The findings showed that hedonic shopping values had a significant impact on post-purchase satisfaction while utilitarian shopping value did not have any significant relationship. Findings of the study also suggest that market mavens pursue hedonic shopping values and exhibit greater post-purchase dissatisfaction than others. Practitioners are recommended to create entertaining retail environments for market mavens who seek hedonic values when they shop. The results also suggest that practitioners need to pay close attention to market mavens at the post-purchase stage since they can be extremely dissatisfied.
- URI
- http://www.dbpia.co.kr/Journal/ArticleDetail/NODE06676390http://hdl.handle.net/20.500.11754/51606
- ISSN
- 2233-9051; 2288-7490
- DOI
- 10.7233/ijcf.2014.14.2.051
- Appears in Collections:
- COLLEGE OF HUMAN ECOLOGY[S](생활과학대학) > CLOTHING & TEXTILES(의류학과) > Articles
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