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A comparison of determinants of consumer satisfaction/dissatisfaction with the performance of apparel products between South Korea and the United States
Author(s) -
ChenYu Jessie H.,
Hong KeumHee,
Lee Yuri
Publication year - 2001
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2001.00167.x
Subject(s) - clothing , expectancy theory , consumption (sociology) , product (mathematics) , perception , advertising , marketing , business , psychology , social psychology , mathematics , geography , sociology , social science , geometry , archaeology , neuroscience
The purpose of the present study was to identify the determinants of consumer satisfaction and dissatisfaction (CS/D) with the performance of apparel products at the purchase and product‐consumption stages for Korean consumers, and to examine if these determinants were similar to those for US consumers. Results showed that at the purchase stage, the three variables, found significantly related to CS/D at purchase for US consumers, were also significant for Korean consumers. These three at‐purchase variables were: perceived at‐purchase performance, performance expectation and experience‐based norm disconfirmation (i.e. the discrepancy between consumers’ experience‐based norm and their perception of product performance at purchase). When the variables related to CS/D at the product‐consumption stage were examined, both similarities and differences were found between Korean and US consumers. For both countries, perceived consumption performance and satisfaction at purchase were significantly related to CS/D at the product‐consumption stage. Differences were found in the effects of expectancy disconfirmation and performance expectation on CS/D at the product‐consumption stage. Expectancy disconfirmation is the discrepancy between consumers' performance expectation and their perception of product performance after consumption. Expectancy expectation was found to be a significant determinant of CS/D for US consumers, but was not a determinant for Korean consumers. Performance expectation, which was found not to be a significant determinant of CS/D for US consumers, was a significant determinant for Korean consumers.