한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)
- 제18권2호
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- Pages.234-243
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- 1994
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- 1225-1151(pISSN)
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- 2234-0793(eISSN)
의복구매상황에 따른 점포선택행동에 관한 연구 - 직업여성의 과제적 상황, 시간압박상황을 중심으로 -
An Effect of Clothing Purchasing Situation on Store Choice Behavior
초록
This research has studied situational effects on the perceived risk and store choice behavior. Data were obtained from 388 females with full-time jobs living in Pusan. The results analyzed by Spearman's rank correlation analysis, analysis of variance(ANOVA), 1-test and discriminant analysis. The results of this study were as follows; 1. There were significant differences in percieved risk according to the clothing purchasing situations. Performance risk was perceived high in gift-shopping situation and time-pressured situation, and financial risk was perceived high in self-shoving situation. 2. There were particularly significant differences in store attributes evaluation according to the clothing purchasing situations. In self-shopping situation, price, quality and reliability, store loyalty were evaluated as important store attributes. In gift-shopping situation, quality and reliability, product iuomation and in time-pressured situation, store loyalty and product information were evaluated as important store attributes. 3. Consumers preferred national brand franchise stores in self-shopping situation. They preferred department stores in gift-shopping situation and time-pressured situation. The types of selected store were mainly affetted by shopping convenience and location convenience.
키워드