경제적 의복 소비자의 복합적 쇼핑 행동 연구 - 쇼핑 성향 및 점포 선택 기준을 중심으로 -
Complex Shopping Behavior of Economic Consumers - Focused on Shopping Orientation and Store Selection Criteria -
1
조회
0
다운로드
11
인용
0
참고문헌
키워드
초록
The aim of the present study is to investigate the complex shopping behavior of clothing consumer groups classified by the level of economic shopping orientation. Using a self-administered questionnaire, 260 respondents rated their economic shopping orientation, hedonic shopping orientation, convenient shopping orientation, store selection criteria,clothing interest, gender, age, and other demographic characteristics. A total of 248 questionnaires were analyzed. The results are as follows. First, economic consumers showed more hedonic and convenient shopping orientation than uneconomic consumers. In addition, economic consumers valued various store selection criteria. These implied that economic consumers show more complex clothing shopping behavior than uneconomic consumers. Second, as the result of comparing complex shopping behavior of economic consumers and uneconomic consumers by their characteristics such as clothing interest, gender, and age, economic consumers were found to show more complex shopping behavior than uneconomic consumers regardless of the consumer characteristics. Among them, economic consumers with higher clothing interest or in adult age particularly showed more complex shopping behavior. Furthermore, economic consumers with different consumer characteristics showed quite different aspects in their complex shopping behavior. Third, uneconomic consumers showed relatively simple, impulsive, and price-apathetic shopping behavior.
Abstract
The aim of the present study is to investigate the complex shopping behavior of clothing consumer groups classified by the level of economic shopping orientation. Using a self-administered questionnaire, 260 respondents rated their economic shopping orientation, hedonic shopping orientation, convenient shopping orientation, store selection criteria,clothing interest, gender, age, and other demographic characteristics. A total of 248 questionnaires were analyzed. The results are as follows. First, economic consumers showed more hedonic and convenient shopping orientation than uneconomic consumers. In addition, economic consumers valued various store selection criteria. These implied that economic consumers show more complex clothing shopping behavior than uneconomic consumers. Second, as the result of comparing complex shopping behavior of economic consumers and uneconomic consumers by their characteristics such as clothing interest, gender, and age, economic consumers were found to show more complex shopping behavior than uneconomic consumers regardless of the consumer characteristics. Among them, economic consumers with higher clothing interest or in adult age particularly showed more complex shopping behavior. Furthermore, economic consumers with different consumer characteristics showed quite different aspects in their complex shopping behavior. Third, uneconomic consumers showed relatively simple, impulsive, and price-apathetic shopping behavior.
참고문헌 (34)
- 고미경, "45-64세 여성의 쇼핑성향과 선호매장 속성에 관한 연구", 한국의류학회지, 31(8), pp.1202~1210 (2007), 한국의류학회
- 김민정, "의복 쇼핑 성향에 따른 남성 소비자의 정장 구매 행동 연구", 석사, pp.2003
- 김상훈, "앞으로 3년 세계 트렌드" (2009), 한스미디어
- 김세희, "선택 점포 유형에 따른 소비자 의복 쇼핑 성향 구조 차이에 관한 연구", 한국의류학회지, 32(3), pp.373~384 (2008), 한국의류학회
- 김세희, "의복 쇼핑 성향의 측정 도구 개발 (제1보)", 한국의류학회지, 28(9,10), pp.1253~1264 (2004), 한국의류학회
- 김소영, "소비자의 의복 쇼핑 성향과 점포 애고 행동에 관한 연구", 석사, pp.1994
- 김주현, "의류상품 구매행동에 나타나는 양면적 소비", 복식, 57(2), pp.172~189 (2007), 한국복식학회
- 김주희, "의류쇼핑성향에 따른 선호점포유형과 점포환경인식에 관한 연구", 한국의류산업학회지, 11(5), pp.732~740 (2009), 한국의류산업학회
- 김희선, "양면적 의류 소비 집단에 따른 라이프스타일과 의복 소비 가치", 석사, pp.2008
- 남은경, "인터넷 아동복 소비자의 쇼핑 성향에 따른 인터넷 쇼핑 태도, 인터넷 사용, 구매 행동 및 선호 디자인에 대한 연구", 석사, pp.2006
- 박은희, "패션 제품 소비자의 양면성 연구", 박사, pp.2009
- 박혜정, "대학생의 의류쇼핑성향과 청바지 구매시 점포선택", 한국의류학회지, 28(5), pp.547~558 (2004), 한국의류학회
- 이영미, "직장여성의 쇼핑성향에 따른 의복구매동기와 제품평가기준에 관한 연구", 복식문화연구, 11(2), pp.193~207 (2003), 복식문화학회
- 이옥희, "쇼핑성향에 따른 니트웨어 구매행동에 관한 연구", 복식문화연구, 10(4), pp.364~376 (2002), 복식문화학회
- 임 경 복, "거주지별 쇼핑 성향이 의복 구매 행동에 미치는 영향", 복식문화연구, 14(3), pp.366~380 (2006), 복식문화학회
- "소비 시장의 양면성" (2002)[URL]
- 하수진, "해외 패션 명품 소비자의 세분화 및 양면적 소비 행동 연구", 석사, pp.2003
- 황민우, "소비양면성에 대한 관여도 유형의 조절 역할에 관한 연구", 광고연구, 67(67), pp.161~184 (2005), 한국방송광고공사
- Babin, B. J., "Work and", or fun: Measuring hedonic and utilitarian shopping value, 1994, pp.20(4), 644~656
- Bellenger, D. N., "Profiling the recreational shopper", Journal of Retailing, 56(3), pp.77~92 (1980)
- Brown, M., "An investigation of the relationship between consumer shopping orientation and online purchase behaviour", Proceedings of the American Society of Business and Behavioral Sciences, 7(4), pp.59~64 (2000)
- Davis, F., "Fashion, culture, and identity" (1992), The University of Chicago Press
- Gehrt, K. C., "A factor analysis examination of catalog shopping orientations in France", Journal of Euromarketing, 2(2), pp.49~69 (1992)
- Gutman, J., "Fashion life style, self concept, shopping orientation and store patronage: An integrated analysis", Journal of Retailing, 58(2), pp.64~86 (1982)
- Hirschman, E. C., "Hedonic consumption: Emerging concepts, methods, and propositions", Journal of Marketing, 46(1), pp.92~101 (1982)
- Howell, R. D., "A multivariate examination of a patronage model: The impact of values and life styles on shopping orientations", 박사, pp.1979
- Lumpkin, J. R., "Shopping orientation: Segmentation of the elderly consumers", Journal of the Academy of Marketing Science, 13(2), pp.139~151 (1985)
- Otnes, C., "Toward an understanding of consumer ambivalence", Journal of Consumer Research, 24(1), pp.80~93 (1997)
- Scarpi, D., "Fashion stores between fun and usefulness", Journal of Fashion Marketing and Management, 10(1), pp.7~24 (2006)
- Schehorn, G., "Addictive buying in West Germany: An empirical study", Journal of Consumer Policy, 13(3), pp.355~387 (1990)
- Shim, S., "Patronage behavior of apparel shopping: Part I. Shopping orientations, store attributes, information source, and personal characteristics", Clothing and Textiles Research Journal, 10(2), pp.48~57 (1992)
- Shim, S., "A typology of apparel shopping orientation segments among female consumers", Clothing and Textiles Research Journal, 12(1), pp.73~85 (1993)
- Stone, G. P., "City and urban identification: Observations on the social psychology of city life", American Journal of Society, 60(1), pp.36~45 (1954)
- Visser, E. M., "Apparel shopping orientation: Two decades of research", Journal of Family Ecology and Consumer Sciences, 29, pp.72~81 (2001)