Abstract
In the recent apparel merchandising strategy, enterprises are tended to be increasing that apply a sales strategy focussing on an salesperson image for young persons. This article aims to clarify factors affecting consumer satisfaction in the apparel purchase for young persons. For this purpose, a marketing theory has been applied to obtain a mutual benefit by developing a relationship between a client and a salesperson. An internal process of consumers has been revealed by using the covariance structure analysis.
An investigation has shown that the “consumer satisfaction” of young persons in the purchase of clothing depends on a “salesperson's attitude” and “store environment” as well as “merchandise quality”. In addition, it has been understood that the “consumer satisfaction” also influences “trust between a salesperson and a client” and an “intention of re-purchase”.
