Discussion of Consumers’ Body Satisfaction: Focused on Purchasing Decision and Service Satisfaction

Clothing choice has been a way for consumers to express their individuality and the possibility to boost their self-esteem. Despite the amount of prior research conducted regarding body satisfaction and individuals clothing choices, little is known about consumers’ body satisfaction and its impact on their clothing purchasing decisions. Thus, this study tries to shed light on the relationship between consumers’ body satisfaction and its impact on their purchasing intentions. The objective of this study is to identify whether consumers’ body satisfaction would influence their service satisfaction at retail stores when service failure of wrong size clothing recommendations has occurred. Additionally, in this study, gender differences in body satisfaction and purchasing intention is tested. The research identifies that body satisfaction to service satisfaction and service satisfaction to purchasing intention have a direct relationship with each other. Body satisfaction and purchasing intention do not have a direct relationship with each other. Notably, this study also finds that body satisfaction is higher in males but presented no gender difference in purchasing intention after the service failure.