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최신 유행색 가방 구매행동 - 구매동기, 구매유형, 만족도 및 재구매 의도를 중심으로 -

Purchasing Behavior of the Latest Trendy Color Bags - Focusing on Purchase Motives, Purchase Types, Satisfaction and Repurchase Intention -

이민지|김은주
한국의류산업학회 (The Society of Fashion and Textile Industry)|2014.10|한국의류산업학회지 (The Korean Fashion and Textile Research Journal)|제16권 제5호|pp. 719-729

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참고문헌

키워드

만족도satisfactionrepurchase intention구매동기purchase motive재구매 의도최신 유행색구매유형the latest trendy colorpurchase type
주제분류생활과학

초록

This study identified factors for purchase motives in regards to the latest trendy color bags as well as ascertainedthe structural relations of purchasing behavior in regards topurchase motives, purchase type, satisfaction, andrepurchase intention. Other purposes examined the differences in purchase motivations, purchase types, satisfaction, andrepurchase intention according to consumer characteristics, and provided strategic information on women's bag manufacturersand retailers. A random sampling method collected data based on a survey of Korean women between the agesof 20 and 59 who had purchased the latest trendy color bag. A questionnaire developed by the researcher was distributedto 450 women in 2013. We analyzed 433 questionnaires using the SPSS 18.0 program and AMOS 18.0 program. The summarizationof the findings are as follows. First, purchase motives for the latest trendy color bags were classified into 5factors: awareness-symbolicity, practicality, aesthetic, harmony, and fashionability. Second, aesthetic and harmony showedsignificant influenceson planned purchases due to an analysis of structural relations between purchase motives for the latesttrendy color bags and type of purchase; in addition, awareness-symbolicity, aesthetic and fashionability significantlyinfluencedunplanned purchases. Third, there was no significant influence for planned purchases on satisfaction; however,unplanned purchasesshowed a significant.

Abstract

This study identified factors for purchase motives in regards to the latest trendy color bags as well as ascertainedthe structural relations of purchasing behavior in regards topurchase motives, purchase type, satisfaction, andrepurchase intention. Other purposes examined the differences in purchase motivations, purchase types, satisfaction, andrepurchase intention according to consumer characteristics, and provided strategic information on women's bag manufacturersand retailers. A random sampling method collected data based on a survey of Korean women between the agesof 20 and 59 who had purchased the latest trendy color bag. A questionnaire developed by the researcher was distributedto 450 women in 2013. We analyzed 433 questionnaires using the SPSS 18.0 program and AMOS 18.0 program. The summarizationof the findings are as follows. First, purchase motives for the latest trendy color bags were classified into 5factors: awareness-symbolicity, practicality, aesthetic, harmony, and fashionability. Second, aesthetic and harmony showedsignificant influenceson planned purchases due to an analysis of structural relations between purchase motives for the latesttrendy color bags and type of purchase; in addition, awareness-symbolicity, aesthetic and fashionability significantlyinfluencedunplanned purchases. Third, there was no significant influence for planned purchases on satisfaction; however,unplanned purchasesshowed a significant.

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