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This study examines the effects of pursued benefits and satisfaction (or dissatisfaction) on repurchase in-tentions. The research was comprised of a 2 (satisfaction after purchase: satisfaction versus dissatisfaction)× 2 (product benefit type: utilitarian benefit versus hedonic benefit) × 2 (hyperopic disposition: high versuslow) model, designed with three mixed elements. The subject participants of this study were 168 femaleuniversity students aged 20 to 29 from the Seoul, Gyeong-gi do, and Chung-cheong do areas. We performeda reliability analysis, T-test, and ANOVA using the SPSS statistic package. The results of this study aresummarized as follows. In terms of product benefit that influences repurchase intention based on whethera consumer has experienced satisfaction after purchasing a fashion product, repurchase intention was highfor hedonic benefits regardless of the level of satisfaction or dissatisfaction after a purchase. However, wefound a significant difference in preference when the hyperopic disposition of a consumer was taken intoaccount. When dissatisfied with a purchase, consumers with low levels of hyperopic disposition displayedhigher repurchase intentions for the products of hedonic benefit than those of utilitarian benefits. However,when dissatisfied with a purchase, consumers with high levels of hyperopic disposition displayed low levelsof repurchase intention regardless of the type of product benefit. When consumers are satisfied with a pur-chase, they are more likely to repurchase hedonic products than utilitarian products.Key words: Satisfaction after a purchasing, Dissatisfaction after a purchasing, Product benefit, Hyperopicdisposition, Repurchase intention;  , ,

han-guk uiryu hakoeji/han'gug yi'ryu haghoeji

The Effect of Pursued Benefits on Repurchase Intention when Consumers are Satisfied/Dissatisfied with Fashion Product Purchase -The Moderating Effect of Consumers' Hyperopic Disposition-