The Role of Product Type and Consumer Fashion Involvement in Clothing Satisfaction

Abstract

This study was designed to analyze the effects of two expectation antecedents, product type and fashion involvement, on product expectations and clothing satisfaction. Another objective was to identify clothing satisfaction paths according to product type. The sample consisted of 71 customers of a national chain store who completed one questionnaire before product use and another after product use. In the overall analysis of
clothing satisfaction, both product type and consumer fashion involvement had significant but small effects on expectations; the antecedents also had only a small impact on satisfaction. Individual analysis by product type suggested that the clothing satisfaction process for convenience goods is different from that for shopping goods. In terms of total effect, expectations had more of an impact on satisfaction with the convenience good than satisfaction with the shopping good. On the other hand, consumer fashion involvement had a significant effect on satisfaction with the shopping good but not with the convenience good.