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This research explores an impact of evaluative criteria on consumer responses to knitwear products (satisfaction and dissatisfaction). Two conceptual frameworks are developed to identify the role of knitwear involvement as an antecedent of evaluative criteria and as a moderator between evaluative criteria and consumer responses. The survey was administered with a total of 382 Korean consumers. Structural equation modeling was employed to test the proposed hypotheses. The results confirmed the significant effects of knitwear involvement as an antecedent as well as a moderator on evaluative criteria, satisfaction, and dissatisfaction. Differential influences of evaluative criteria on satisfaction and dissatisfaction are shown. Theoretical and managerial implications are discussed.

Impact of evaluative criteria on satisfaction and dissatisfaction: identifying the role of knitwear involvement