A Study on Brand Loyalty and Repurchase Intention of SPA Clothing Brand Related to Lifestyles of Female College Students

Abstract

The purposes of this study were to investigate the differences of post-purchase satisfaction, brand loyalty, and repurchase intention of SPA clothing brand according to lifestyles, and to disclose how lifestyles, post-purchase satisfaction, and brand loyalty influence the repurchase intention. The research method was a survey method using questionnaires. The subjects were 304 female college students residing in Seoul metropolitan area. The lifestyles were classified into six factors including pursuit of challenges, proactive interpersonal relationship, interest in sports, self-centeredness, interest in IT, and achievement orientation. Three female groups were derived by cluster analysis of the 6 lifestyle factors: active-activity type, passive-activity type, and achievement-pursuit type. Brand loyalty was classified into two factors including continuing loyalty and convenient loyalty. First, the active-activity group showed higher convenient loyalty than the other groups. The achievement-pursuit group showed higher post-purchase satisfaction than the other groups in appearance of clothing, while the passive-activity group showed lower satisfaction in every factor, in particular, its price satisfaction was very low. Second, senior students showed higher continuing loyalty than freshmen, sophomores, and juniors. Students with more clothing expenses showed higher continuing loyalty as well as convenient loyalty than those with less clothing expenses. Their price satisfaction with SPA clothing brand as well as repurchase intention was higher. Third, repurchase intention was influenced by brand loyalty the most, and the next in the order by satisfaction level with brand, satisfaction with price, satisfaction level with appearance, and proactive interpersonal relationship. The brand loyalty was influenced by satisfaction level with price the most, and the next by satisfaction level with appearance.

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