Skip to main content
padlock icon - secure page this page is secure

Effects of product image at three stages of the consumer decision process for apparel products: alternative evaluation, purchase and post-purchase

Buy Article:

$42.86 + tax (Refund Policy)

The purpose of this study was to examine the effects of product image at three stages of the consumer decision process for apparel products: alternative evaluation, purchase and post-purchase stages. The three specific objectives of the study were to examine at the alternative evaluation stage the effect of product image on perceived quality and performance expectation, at the purchase stage the effect of product image on purchase intention and the price the consumer was willing to pay, and at the post-purchase stage the effect of product image on consumer satisfaction and the effect of product image with product consumption performance on consumer satisfaction. The experimental design was used to determine the cause-and-effect relationships between the treatment variables (independent variables) and the dependent variables. Sweatshirts were used as the sample product category and 120 university students were recruited as participants. Results showed that at the alternative evaluation stage, product image significantly and positively influenced perceived quality and performance expectation. At the purchase stage, product image was not a determinant of purchase intention, but significantly and positively influenced the price participants were willing to pay for the product. At the post-purchase stage, product image did not directly influence participants' satisfaction, but product image with product consumption performance significantly affected satisfaction. When consumption performance was good, product image significantly and positively influenced satisfaction. When consumption performance was poor, product image significantly and negatively influenced satisfaction.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: Consumer Behaviour; Fashion; Product Variety

Document Type: Research Article

Publication date: March 1, 2001

  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more