Abstract
The purpose of this study was to clarify how product satisfaction, brand trust, and brand loyalty are related to each other in regard to the purchasing of running shoes. The authors divided participants into two groups according to the quantity of training (running distance per month). The group which had lesser running distance was classified as the low product involvement group, and the group which had more running distance was classified as the high product involvement group. Then we examined the differences in the levels of product involvement.
The data was collected from runners who participated in the 2014 Kobe Marathon held in Kobe, Hyogo, Japan. The total number of participants whose data was collected was 695. Product satisfaction was measured by 3 items, brand trust was measured by 4 items, and brand loyalty was measured by 2 items. The data analysis was first conducted by a confirmatory factor analysis. This study also checked the reliability and validity of the three-factor measurement. Structural equation modeling was conducted to test the hypotheses.
Reliability and validity satisfied the criteria. Analysis of structural equation modeling yielded a good fit of statistics (low product involvement group: GFI=.943, AGFI=.893, CFI=.971, RMSEA=.080, high product involvement group: GFI=.955, AGFI=.915, CFI=.968, RMSEA=.083).
The results of this study revealed the following facts:
1. In the low product involvement group, product satisfaction mediated brand trust and gave a positive impact to brand loyalty. In addition, product satisfaction did not affect brand loyalty.
2. In the high product involvement group, correlation were confirmed in all three hypotheses. Product satisfaction influenced brand trust,and brand trust also affected brand loyalty. In addition, product satisfaction affected brand loyalty.
