Hedonic Shopping Value as a Determinant of Brand Loyalty in Apparel Shopping

다국어 초록 (Multilingual Abstract)

Subjects were 405 female college students and EQS was utilized for structural equation modeling. As results, hedonic shopping value had positive effects on impulse purchasing, variety seeking, and purchasing involvement. In contrast, interestingly, impulse purchasing did not show any significant effect on brand loyalty and purchasing involvement had rather a positive effect on brand loyalty. There was a positive effect of hedonic shopping value on brand loyalty. This result indicates that people who get more involved in and enjoy clothing shopping are likely more brand loyal than others. This seems to come from the intrinsic characteristics of clothing shopping. People who enjoy clothing shopping likely have high level of fashion or style concern, and this might lead higher levels of purchasing involvement and brand loyalty. Due to the symbolic characteristics of clothing, the brand loyalty of clothing seems to be more symbolic and motive rather than utilitarian and cognitive.