Intrinsic Cues as Predictors of Perceived Quality of Apparel

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Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol: 5, Page: 168-178

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Fiore, Ann Marie; Damhorst, Mary Lynn
fiber content; fashionability; uniqueness; fabric characteristics
article description
This exploratory study investigated the importance of intrinsic cues of apparel in perceptions of quality, one product component ultimately related to consumer satisfaction. Ninety female undergraduates evaluated five pairs of pants on 24 garment features including, style features, construction, fiber content, care, fashionability, and uniqueness. Factor scores isolated in principal components analysis, and single item variables were entered in regression models for the estimation of the dependent variable, overall quality, of each garment. The Fabric factor, containing items related to fabric characteristics, care, and construction, explained the most variance across all pants. However, configurations of estimator variables varied for most pairs of pants suggesting that product characteristics used in perceptions of quality may be item specific to some extent. The findings further suggest that aesthetic cues, many times excluded from studies of quality, are important in perception of quality.