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J. Korean Home Econ. Assoc > Volume 48(3); 2010 > Article
Journal of the Korean Home Economics Association 2010;48(3):15-30. doi: https://doi.org/10.6115/khea.2010.48.3.015
The Influence of Relationship Benefit Perception and Relationship Quality on Relationship Intention of Fashion Consumers: Focusing on the Multi-Loyal Relations
Hee-Kang Moon1, Eun Young Rhee2
1Department of Home Economics Education, Pai Chai University
2Department of Clothing & Textiles, Seoul National University
Corresponding Author: Hee-Kang Moon ,Tel: +82-42-520-5981, Fax: +82-42-540-5421 , Email: heekangm@pcu.ac.kr
Received: April 29, 2009; Revised: May 8, 2009   Accepted: December 25, 2009.
The objective of this study is to identify the relationship quality and relationship benefit, which has greater explanatory power in predicting fashion consumers' future loyalty. This study is particularly interested in the different explanatory power of each relationship quality with various relationship partners of fashion consumers. The participants were 507 female consumers over 20 years old and they responed questionnaire. The result showed that relationship quality types and relationship benefits having greater explanatory power in predicting consumers' loyal relationship intention varied with multi-loyal relations. Consumers' intention to be loyal to an apparel brand and apparel company was more explained by self attachment than by any other relationship quality types, whereas the intention to be loyal to specific department store was predicted by low involved relationship quality types such as habitual alternative and compensational bind. Trusted intimacy was the only relationship quality type that was significant in predicting consumers' intention to be loyal to salesperson in the future. Among relationship benefits, the influence of convenience benefit was significant in predicting consumers' future loyalty in most relations.
Keywords: relationship quality, relationship benefit, relationship intention, multi-loyal relations
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