니트제품 소비자의 구매 행동에 관한 연구 -쇼핑동기를 중심으로-
Consumer Purchasing Behavior of Knit Fashion Product -Focusing on Shopping Motivation-
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The purpose of this study was to examine the consumer purchasing behavior focusing on shopping motivation. There were some studies concerning shopping motivation related to satisfaction and intention to re-buying, but did not focus the knit fashion product. In this study, it was examined to improve the consumer's satisfaction and intention re-buying by investigating the detailed factors relating knit product evaluation criteria of and post purchasing behaviors. Two hundred sixty five customers who had purchased knit fashion products had participated in this study. The data was analyzed by factor analysis, regression analysis using SPSS program. As the result, first, esthetic, utility, knit origin characteristic and symbolic factor were extracted as factors of knit product evaluation criteria. Consumers was divided into hedonic shopping motivation group and cognitive shopping motivation group. Second, hedonic shopping motivation group, factors of esthetic, utility, and symbolic was significantly effected on satisfaction, whereas cognitive shopping motivation group, factors of utility, knit origin characteristic and esthetic, was significantly effected on satisfaction, Third, more satisfaction, more repurchasing intention each group. Based on these results, internet shopping fashion marketing strategies were suggested.
Abstract
The purpose of this study was to examine the consumer purchasing behavior focusing on shopping motivation. There were some studies concerning shopping motivation related to satisfaction and intention to re-buying, but did not focus the knit fashion product. In this study, it was examined to improve the consumer's satisfaction and intention re-buying by investigating the detailed factors relating knit product evaluation criteria of and post purchasing behaviors. Two hundred sixty five customers who had purchased knit fashion products had participated in this study. The data was analyzed by factor analysis, regression analysis using SPSS program. As the result, first, esthetic, utility, knit origin characteristic and symbolic factor were extracted as factors of knit product evaluation criteria. Consumers was divided into hedonic shopping motivation group and cognitive shopping motivation group. Second, hedonic shopping motivation group, factors of esthetic, utility, and symbolic was significantly effected on satisfaction, whereas cognitive shopping motivation group, factors of utility, knit origin characteristic and esthetic, was significantly effected on satisfaction, Third, more satisfaction, more repurchasing intention each group. Based on these results, internet shopping fashion marketing strategies were suggested.
참고문헌 (33)
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