A Study on Store Switching Behavior of College Students in On/Offline Apparel Store
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This study investigated the store switching behavior of fashion stores targeting collegestudents. A random sample of college students completed a questionnaire that containedmeasurements of store property, relationship quality, switching intent of store, preference ofon/offline store, purchase of brand/non-brand product and monthly clothing expenses. Thefactors extracted as switching behavior of on/offline fashion store are store property,relationship quality and switching intent of store. Dimensions of store switching behavior inonline shopping mall is revealed to be composed of diversity/ easy to search, storereliability, home page layout, sales promotion, reliability, commitment and switching intentof store. Also those of offline store is revealed to be composed of storecomfort/salespeople service, product diversity, store location, product price, reliability,commitment and switching intent of store. The significant differences were found betweenstore switching behavior of college students by preference of on/offline store and purchaseof national brand/non brand. It is expected that this results can be used as a basicmaterial for further study and setting up the fashion retailing strategies in fashion store forselling non brand products.
Abstract
This study investigated the store switching behavior of fashion stores targeting collegestudents. A random sample of college students completed a questionnaire that containedmeasurements of store property, relationship quality, switching intent of store, preference ofon/offline store, purchase of brand/non-brand product and monthly clothing expenses. Thefactors extracted as switching behavior of on/offline fashion store are store property,relationship quality and switching intent of store. Dimensions of store switching behavior inonline shopping mall is revealed to be composed of diversity/ easy to search, storereliability, home page layout, sales promotion, reliability, commitment and switching intentof store. Also those of offline store is revealed to be composed of storecomfort/salespeople service, product diversity, store location, product price, reliability,commitment and switching intent of store. The significant differences were found betweenstore switching behavior of college students by preference of on/offline store and purchaseof national brand/non brand. It is expected that this results can be used as a basicmaterial for further study and setting up the fashion retailing strategies in fashion store forselling non brand products.
참고문헌 (14)
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