의복만족의 과정과 결정요인 ; 20 대 여성을 중심으로 = The Process and Determinants of Consumer Satisfaction in Clothing

다국어 초록 (Multilingual Abstract)

This thesis will study the determinants of consumer satisfaction based on the disconfirmation theory. The pioposed questions are first, to find out if desire and expectation are conceptually distinct. Second, to study the effects of desire, expectation, perceived performance, desire congruency, and expectation congruency on clothing satisfaction. The data used in this thesis were obtained from a two stage longitudinal survey. SPSS WIN 8.0 was used for the analysis and the following method such as mean, correlation, t-test, hierarchical regression were applied. The results indicate that first, according to the correlation analysis and crosstab analysis, satisfaction and desire were perceived as two different concepts. Second, using the hierarchical regression analysis to compare the effects of determinants of consumer satisfaction, the model of desire, expectation, performance, desires congruency, expectations congruency best explain the clothing satisfaction. Among them, effects of performance had the strongest impact. Expectation did not influence satisfaction but desire did.