직장여성의 쇼핑성향에 따른 의복구매동기와 제품평가기준에 관한 연구
A Study on Clothing Purchasing Motives and Evaluation Criteria of Product according to Women-Teachers' Shopping Orientation
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초록
본 연구의 목적은 여교사들의 의복쇼핑성향의 차원을 밝히고, 세분화된 쇼핑성향집단에 따라 의복구매 특성과 인구통계특성을 밝히는데 있다. 연구결과는 다음과 같다.여교사들의 의복쇼핑성향 차원은 쾌락적, 과시적, 점포충성적, 편의적, 경제적 쇼핑성향으로 나타났으며, 여교사들의 집단을 분류하기 위해 집단 분류 분석한 결과 쇼핑무관심집단, 합리적 쇼핑집단 과시적 쇼핑집단, 쾌락적 쇼핑집단으로 분류되었다.
Abstract
The purpose of this study was to investigate the demographics and general clothing buying behavior according to clothing shopping orientation of female workers. A questionnaire was developed to measure clothing shopping orientation, fashion information sources, stores selection criteria, clothing purchasing frequency of a year, purchasing expenditure of clothing, the demographics. The questionnaire was administered to 775 female teacher in Chonnam. The data was analyzed using percentage, frequency, mean, factor analysis, Cluster Analysis, χ2-test and ANOVA, Duncan test.The results of the study were as follows:1. The female teachers were classified into four groups by the cluster analysis; indifferent shopping group, rational shopping group, conspicuous shopping group, recreational shopping group.2. In the case of purchasing motives, significant differences were found according to shopping orientation subdivision in four factors.3. The evaluation criteria of product were significantly different depending on shopping orientation subdivision in practical attribute, socio-psychological attribute, and aesthetic attribute.4. The significant differences were found according to shopping orientation subdivision in general clothing purchasing behavior(purchasing price range of clothing, clothing purchasing frequency of a year, method of payment, number of stores visited, experience of buying in the import brand)