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Clothing and Textiles Research Journal, Vol. 22, No. 4, 185-199 (2004)
DOI: 10.1177/0887302X0402200404

Gender Differences in the Dimensional Structure of Apparel Shopping Satisfaction Among Korean Consumers: The Role of Hedonic Shopping Value

Eunyoung Chang

416 Main Bldg., Yuhan College, Bucheon, Korea, eunyoung{at}yuhan.ac.kr

Leslie Davis Burns

219 Milam Hall, Oregon State University, Corvallis, OR 97331, Leslie, Burns{at}oregonstate.edu

Sally K Francis

Graduate School, Oregon State University, Corvallis, OR 97331, franciss{at}orst.edu

The moderating role of hedonic shopping value in conjunction with gender differences in apparel shopping satisfaction was investigated. Involvement, variety seeking, and physical environment of stores were selected as antecedents of shopping experience satisfaction. Respondents were 746 Korean undergraduate university students. To test the hypothesized structural model, structural equation modeling was utilized. The structural model for female subjects confirmed the existence of the mediating role of hedonic shopping value in shopping satisfaction, whereas the model for male respondents did not. For the female group, involvement and variety seeking influenced shopping experience satisfaction directly through hedonic shopping value. For the male group, hedonic shopping value did not play a role as an intervening variable. Male respondents’ levels of hedonic shopping value may have been too low to serve as an intervening determinant. This result implies that male respondents may possess greater utilitarian constructs for apparel shopping satisfaction rather than hedonic constructs.

Key Words: consumer satisfaction • gender • hedonic shopping value • Korean consumers • structural equation modeling


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