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Are the factors affecting satisfaction and actual purchase the same? Comparisons between unplanned and planned purchase

Sujin Yang (Department of Living Culture and Consumer Science, Sungshin Women’s University, Seoul, South Korea)
Yun Jung Lee (Robert B. Willumstad School of Business, Adelphi University, Garden City, New York, USA)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 8 May 2017




The purpose of this paper is to explore the antecedents of actual purchase behavior vs satisfaction at the point of purchase and the antecedents of actual unplanned vs planned purchase behavior.


By using both survey and actual purchase data from a total of 3,300 shoppers of a Korean fast fashion brand, the multivariate regression analysis and two separate logistic regression analyses were compared to respond to the research questions.


The noticeable point of the findings is that the factors influencing the level of satisfaction and the probability to purchase were different. As common factors for both actual purchase and satisfaction, value for money, and affordable price are the first things that the practitioners have to keep in mind when developing a strategy for fast fashion stores. However, unplanned shoppers, who are over half of buyers, are negatively influenced by the affordable prices in their buying decisions.

Practical implications

The results of this study have implications for the retailers, especially those selling fast fashion products in South Korea.


The current study has merit because of its use of secondary data collected by a large marketing research company on Korean domestic fast fashion brand. In particular, the combination of the large sample survey data collected right after shopping and the actual receipt of purchase has its unique value.



This work was supported by the Sungshin University Research Grant of 2017.


Yang, S. and Lee, Y.J. (2017), "Are the factors affecting satisfaction and actual purchase the same? Comparisons between unplanned and planned purchase", Journal of Fashion Marketing and Management, Vol. 21 No. 2, pp. 172-186.



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