Antecedents of product satisfaction and brand satisfaction at product receipt in an online apparel shopping context

This study investigates the antecedents of satisfaction with the product and satisfaction with the brand of consumers when they have received a garment ordered online and tried it on for the first time. We propose four antecedents of product satisfaction and brand satisfaction: (a) brand-based product expectation at purchase, (b) perceived product performance at product receipt, (c) website-visible-attribute expectancy disconfirmation (discrepancy between product expectation and perceived performance of the product attributes that are visible on the website, such as style and color), and (d) website-invisible-attribute expectancy disconfirmation (discrepancy between product expectation and perceived performance of the product attributes that may not be distinguishable on the website, such as fabric, fit, and workmanship). The research design was a 2 (levels of brand-based product expectation) x 2 (levels of perceived product performance) factorial experimental design. We developed two mock-up apparel retailer web pages for the data collection, and 120 participants provided usable responses. The findings revealed that brand-based product expectation and product performance did not influence product or brand satisfaction. Both types of expectancy disconfirmation were determinants of product satisfaction; however, only website-visible-attribute expectancy disconfirmation was the antecedent of brand satisfaction. Based on the findings, theoretical and pragmatic implications are presented.