The purpose of this study was to identify the effects of self-image congruity and alternative attractiveness on commitment and store loyalty when customers purchase clothes in a department store. A survey was conducted for this study and 530 answer sheets were analyzed using structural equation modeling. The results are as follows: First, self-image congruity has a significant positive effect on affective commitment and continuance commitment. Second, alternative attractiveness has no significant effect on affective and continuance commitment. Third, both affective commitment and continuance commitment have a significant effect on behavior intentions such as repurchase intention, word-of-mouth, and willing to pay more. Fourth, affective commitment has a stronger effect on word-of-mouth intention and willing to pay more than does continuance commitment. Finally, continuance commitment has a stronger effect on repurchase intention than does affective commitment.
Kim, Han Na
"자아이미지 일치성과 대안 매력도가 몰입 및 점포충성도에 미치는 영향,"
Asia Marketing Journal: Vol. 10
, Article 1.
Available at: https://doi.org/10.53728/2765-6500.1218
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