니트 제품 소비자의 독특성 욕구와 점포 속성에 관한 연구
A Study on consumers' need for uniqueness and Store Attributes of Knit Fashion Product
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The purpose of this study was to examine the store attributes of knit product focusing on consumer's need for uniqueness. There were several studies concerning knit fashion product but did not focus on store choice behavior and its effective factors. Two hundred five consumers had participated in this study. The data was analyzed by frequence, means, factor analysis, t-test, and regression analysis using SPSS program. As the result, consumers was divided into high uniqueness group and low uniqueness group. Second, facilities factor, fashion product factor, store atmosphere factor were extracted as factors of store attributes. Third, high uniqueness group, factors of store atmosphere was more important attribute when consumer's store choice than low uniqueness group. Fourth, store atmosphere factor and fashion factor was significantly effected on positive word-to-mouth, whereas facilities factor was significantly effected on revisit intention. Women's group, store atmosphere factor was significantly effected on post store choice behavior more than men's group. The most significant factor was facilities factor. Based on these results, internet shopping fashion marketing strategies were suggested.
Abstract
The purpose of this study was to examine the store attributes of knit product focusing on consumer's need for uniqueness. There were several studies concerning knit fashion product but did not focus on store choice behavior and its effective factors. Two hundred five consumers had participated in this study. The data was analyzed by frequence, means, factor analysis, t-test, and regression analysis using SPSS program. As the result, consumers was divided into high uniqueness group and low uniqueness group. Second, facilities factor, fashion product factor, store atmosphere factor were extracted as factors of store attributes. Third, high uniqueness group, factors of store atmosphere was more important attribute when consumer's store choice than low uniqueness group. Fourth, store atmosphere factor and fashion factor was significantly effected on positive word-to-mouth, whereas facilities factor was significantly effected on revisit intention. Women's group, store atmosphere factor was significantly effected on post store choice behavior more than men's group. The most significant factor was facilities factor. Based on these results, internet shopping fashion marketing strategies were suggested.
참고문헌 (30)
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