Antecedents and consequences of consumer satisfaction/dissatisfaction with the performance of apparel products at purchase and after consumption: a comparison of male and female South Korean consumers

The purpose of the study is to investigate antecedents and consequences of consumer satisfaction/dissatisfaction (CS/D) with the performance of apparel products at purchase, and after consumption, for male and female South Korean consumers. An experimental research technique with a 2 × 2 × 2 between‐subjects factorial design with gender (female, male), expectation for future performance, (high, low) and perception of product consumption performance (good, poor) was used. Both similarities and differences between genders were found. Implications and applications of results are discussed.