An Exploratory Study on Fashion Retail Borrowing in Korea
0
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
现在已有一些旨在解决韩国不道德消费行为的研究，然而大部分研究把重心放在购买假冒伪劣产品或者入店行窃上。服装的高额回报率和曾经的服装回扣被认为是时尚产业的问题领域。然而，很少研究者致力于这一问题的解决。因此，本研究目的在于，通过使用一种混合的方法路径来探讨消费者零售借贷的经验。实验一主要通过小组面谈的方式来探讨韩国消费者零售借贷的经验。实验二通过在线调查的结果显示服装消费者对于零售借贷行为的态度。调查结果促进了研究人员和从业人员对于零售借贷行为的理解，同时也深入洞察了服装零售业中的零售借贷问题。在研究1中，我们把在过去一年中有零售借贷行为的人分成七组进行五次集中讨论。参加了这次讨论的韩国消费者中，有35个在大城市居住。大部分消费者都是20来岁（21岁），且以女性居多（24个）。大部分的参与者从一个零售商处购进一批服装，然后对旧的衣物不是要求全额退款就是就是要求将旧的衣物更换成新的。零售借贷行为的动机包括社会需要，工作需要，时尚需要和“智能购物” 的理念。与其他国家现有的研究的结论相似，在分析时装商店的零售借贷现象时，最经常被提到的原因是社会需要。而消费者的道德价值观，对大公司的态度，以往的借贷消费经历，也被认为是影响消费者的零售借贷行为的可能因素。在研究2中，收集数据的问卷是基于第一部分研究的成果和其他现有研究结果设计的。问卷的问题主要关注消费者的道德信仰，寻求刺激的倾向，自我价值，过去的零售工作经验，零售贷款的经验，以及他们的一些群体特征等等。数据的收集是由首尔一家商业网络研究公司的在线调查小组来完成的。为了保证样本的多样化和有效性，该公司设计了这样的抽样配额（男：女= 1:1，20岁：30岁：40岁= 1:1:1，零售经验：没有零售经验= 1:3）。共有401个在前6个月有过购买服装经历的消费者参加了这次网上调查。结果显示19.7%的受访者都表示他们曾经有过借贷购买时尚商品的经历。在这些受访者中，男性借贷人约占57%，多于女性借贷人。通过年龄的分布来看，χ2 显示在拥有或者没有零售借贷经历的受访人之间存在着统计学上的差异：有41.8%的受访者是在40岁的时候拥有零售借贷经历，而那些没有零售借贷经历的受访者大约分布在20岁到40岁之间。在收入方面，拥有或者没有零售借贷经历的受访者之间也有很大的不同：前者较于后者，收入要高一些。T测试主要是在有或者没有零售借贷经验的受访者之间进行比较，对比他们的时尚购物行为，道德信念，感觉寻求的倾向和对零售借贷行为的态度。与那些没有借贷经验的受访者相比，有经验者更趋向于频繁的购买时尚物品或者花费更多的钱用在购买时尚物品上。有借贷购买经验的顾客往往比无经验者有更高的寻求新奇刺激的倾向。一份回馈的分析表明对于时尚物品零售借贷购买的态度和顾客的道德信仰呈负相关，但是与每月购买时尚物品的频率，对新奇事物感觉趋向的走势以及过去的时尚物品零售借贷的经验呈正相关。在这些变数之中，过往的零售借贷经验是最重要的预测因素，道德信念紧随其后。本次研究作为初次尝试旨在了解零售借贷行为基础背后的动机和影响这些行为的要素。这次研究的结果可以使我们对消费者零售借贷行为有更深一步的理解，并为解决方法提供一个基础，以帮助减少零售借贷行为和时装零售商店的不适当回扣。这个结果也可以长期为消费者教育提供资料。为了更好的理解时尚零售借贷行为，未来还有更多的研究亟待进行。
Abstract
There has been some research conducted that addressed immoral consumer behaviors in Korea; however, most of this research focused on purchasing counterfeits or shoplifting. High return rates of apparel and used apparel returns have been acknowledged as problem areas within the fashion industry. However, very few researchers have addressed this issue. Therefore, the goal of this research was to explore consumer’s retail borrowing experience using a mixed methods approach. In study 1 Korean consumer’s retail borrowing experiences was explored through focus group interviews. Findings informed study 2 an examination of apparel consumers’ attitudes toward retail borrowing behavior via an online survey. Findings assist both researchers’ and practitioners’ understanding of retail borrowing behaviors and provide insight into retail borrowing issues in the apparel retail industry. For study 1, five focus-group interviews were conducted with seven panels of individuals that had retail borrowing experience within the past year. Thirty-five Korean consumers who lived in a metropolitan area participated in the focus group interviews. Most of consumers were in their 20’s (n= 21) and were women (n=24). Most participants purchased apparel items from a retail store and returned the worn items for either a full refund or exchanged the worn item for another item. Motives underlying retail borrowing behavior included social needs, job-related needs, fashion needs, and “smart shopping.” Similar to existing research findings from other countries, social needs were the most frequently mentioned cause of retail borrowing in fashion stores. Consumers’ moral values, attitude toward large corporations, and prior retail borrowing experience were mentioned as possible factors affecting consumers’ retail borrowing behavior. For study 2, the questionnaire used to gather the data was developed based on the findings of part I and existing research. Questions concerning consumers’ moral beliefs, sensation seeking tendencies, self-worth, past retail job experience, retail borrowing experience, and some demographic characteristics were included in the questionnaire. The data were collected via an online survey using an online panel provided by a commercial online research company located in Seoul, Korea. In order to obtain various consumers, a quota sample was (male: female=1:1, 20’s:30’s:40’s=1:1:1, retail experience: no retail experience=1:3) obtained from the company. A total of 401 consumers who had shopped for apparel items during the prior 6 months participated in the online survey. The results indicated that 19.7% of the respondents reported they had experience borrowing fashion merchandise. Among these individuals, male borrowers (57%) outnumbered female borrowers. In terms of age distribution, χ2 revealed that there was a statistical difference between respondents with and without retail borrowing experiences: 41.8% of the respondents with retail borrowing experience were in their 40’s, while respondents without retail borrowing experience were evenly distributed between their 20’s to 40’s. There was also a significant difference between respondents with and without retail borrowing experience in terms of income: respondents with retail borrowing experience tended to have higher incomes than those without retail borrowing experience. T-tests were performed to compare respondents’ fashion shopping behavior, moral beliefs, sensation-seeking tendencies, and attitudes toward retail borrowing behavior between participants with and without retail borrowing experience. As compared to those with no borrowing experience, respondents with experience tended to shop for fashion items more frequently and spent more on shopping for fashion items. Consumers with experience borrowing tended to have higher sensation-seeking tendencies than consumers without retail borrowing experience. A regression analysis revealed that attitudes toward fashion retail borrowing were negatively related to consumers’ moral beliefs, but positively related to monthly fashion shopping frequency, sensation-seeking tendencies, and past fashion retail borrowing experience. Among these variables, past retail borrowing experience was the most significant predictor, followed by moral beliefs. This research serves as an initial attempt to address the motives that underlie retail borrowing behaviors and the factors affecting those behaviors. The findings of this study may facilitate an understanding of the consumer’s retail borrowing, which will provide a basis for approaches that may help decrease retail borrowing and inappropriate returns at fashion retail stores. The findings may also provide materials for consumer education over the long term. In order to better understand fashion retail borrowing behavior, more research is needed in the future.
참고문헌 (44)
- Arnett, Jeffrey Jensen, "Sensation seeking: A new conceptualization and a new scale", Personality and individual differences, 16(2), pp.289~296 (1994)
- Arnett, Jeffrey Jensen, "Sensation seeking, aggressiveness, and adolescent reckless behavior", Personality and Individual Differences, 20(6), pp.693~702 (1996)
- Autry, Chad W., "The formalization of reverse logistics programs: A strategy for managing liberalized returns", Industrial Marketing Management, 34(7), pp.749~751 (2005)
- Callen, Karen S., "Associations between demographics and perceptions of unethical consumer behavior", International Journal of Consumer Studies, 27(2), pp.99~110 (2003)
- Cox, Dena, "When consumer behavior goes bad: An investigation of adolescent shoplifting", Journal of Consumer Research, 17(2), pp.149~159 (1990)
- Cresswell, John, "Research Design: Qualitative, Quantitative and Mixed Methods" (2009), Sage
- Dacy, Joe, "When shoplifters ask for refunds", Nation's Business, 82, pp.27~ (1994)
- Fullerton, R. A., "Repercussions of promoting an ideology of consumption: Consumer misbehavior", Journal of Business Research, 57, pp.1239~1249 (2004)
- Fullerton, Sam, "Consumer ethics: An assessment of individual behavior in the market place", Journal of Business Ethics, 15, pp.805~814 (1996)
- Guffey, Hugh J., Jr., "Shopping attitudes towards shoplifting and shoplifting preventive devices", Journal of Retailing, 55(3), pp.75~89 (1979)
- Ha, Sejin, "Purchase intent for fashion counterfeit products: Ethical ideologies, ethical judgments, and perceived risks", Clothing and Textiles Research Journal, 24(4), pp.297~315 (2004)
- Han, Sang Lin, "Study on the Antecedents and Outcomes of E-Trust", Journal of Global Academy of Marketing Science, 17(1), pp.101~122 (2007)
- Johnson, Kim K. P., "An investigation of consumer traits and their relationship to merchandise borrowing with undergraduates", Journal of Family and Consumer Sciences Education, 26(1), pp.1~13 (2008)
- Jolson, Marvin A., "Consumers as offenders", Journal of Business Research, 2, pp.89~98 (1974)
- 김정훈, "소비자 비윤리 유형과 판매자와의 상호작용 유형의 관계- 전라북도 소비자를 중심으로 -", 대한가정학회지, 41(5), pp.165~178 (2003), 대한가정학회
- Klemke, Lloyd.W., "Exploring juvenile shoplifting", Sociology and Social Research, 67, pp.59~75 (1982)
- Krueger, Richard A., "Focus Groups (2nd ed.)" (1994), Sage
- 이미영, "An Exploratory Study of Immoral Consumer Behavior: Apparel Retail Salespeople's Perspectives+", 패션 비즈니스, 13(3), pp.62~76 (2009), 한국패션비즈니스학회
- 이미영, "Effects of Ethical Ideologies on the Korean Consumers’ Perceptions and Purchase Intentions of Fashion Counterfeits", 한국의류학회지, 31(12), pp.1793~1802 (2007), 한국의류학회
- Lin, Binshan, "Shoplifting in retail clothing outlets: An Exploratory Research", International Journal of Retail & Distribution Management, 22(7), pp.24~29 (1994)
- Nam, Sang Min, "Sustainable Development and Sustainability Marketing--Integration of customer and socio-ecological aspect in Marketing concept", Journal of Global Academy of Marketing Science, 17(3), pp.83~108 (2007)
- Neuborne, E., "Retail Return Fraud: Merchants Fell USA Today (June 3), 1b", ~ (1996)
- 박경애, "소비자반품경험에 관한 탐색적 연구", 한국의류학회지, 30(6), pp.961~970 (2006), 한국의류학회
- 박경애, "비윤리적 고객반품행동의 고찰: 유통업체 종업원 관점", 한국의류학회지, 32(9), pp.1356~1365 (2008), 한국의류학회
- 박경애, "유통환경에서의 비윤리적 고객반품행동: 정당화기술의 응용을 통한 이해", 한국의류학회지, 32(9), pp.1376~1386 (2008), 한국의류학회
- Perez, J., "Sensation seeking and antisocial behavior in a student Sample", Personality and Individual Differences, 6(3), pp.401~403 (1985)
- Piron, Francis, "Retail borrowing: Insights and implications on returning used merchandise", International Journal of Retail & Distribution Management, 28(1), pp.27~36 (2000)
- Piron, Francis, "Retail borrowing: Definition and retailing implications", Journal of Retailing and Consumer Services, 8, pp.121~125 (2001)
- Rosenbaum, Mark S., "The relationship between anomie and unethical retail disposition", Psychology & Marketing, 20(12), pp.1067~1093 (2003)
- Ryu, Jin, "Ethical consumption changing world" (2008), The Korea Times
- "Home shopping—war between online shopping mall and black customer"[URL]
- Shen, Dong, "Consumer acceptance of unethical clothing consumption activities: Influence of cultural identification, ethnicity, and Machiavellianism", Clothing and Textiles Research Journal, 19(2), pp.76~87 (2001)
- Sivadas, Eugene, "Moral philosophy, ethical evaluations, and sales managers hiring intentions", Journal of Personal Selling and Sales Management, 23(1), pp.7~21 (2002)
- Spencer, J., "The point of no return; Stores from gap to target tighten refund rules, Wall Street Journal, D.1", ~ (2002)
- Strutton, David, "Ethical behavior in retail settings: Is there a generation gap?", Journal of Business Ethics, 16, pp.87~105 (1997)
- "The importance of a good return policy, The New York Times"[URL]
- Vitell, Scott, "Consumer ethics: An investigation of the ethical beliefs of elderly consumers", Journal of Business Ethics, 10, pp.365~375 (1991)
- Vitell, Scott J., "Marketing norms: The influence of personal moral philosophies and organizational ethical culture", Journal of the Academy of Marketing Science, 21(4), pp.331~337 (1993)
- Wilkes, Robert. E., "Fraudulent behavior by consumers", Journal of Marketing, 42(4), pp.67~75 (1978)
- Yu. J. P., "Korean retailers’ dependence level: the impact of power sources, satisfaction, conflict, and long-term orientation", Journal of Global Academy of Marketing Science, 18(1), pp.81~114 (2008)
- Zabriskie, Noel B., "Fraud by consumers", Journal of Retailing, 48, pp.22~27 (1972)
- Zuckerman, Marvin, "The psychophysiology of sensation seeking", Journal of Personality, 58, pp.313~345 (1990)