Effects of Consumers' Perception of Shopping Cost and Recreational Shopping Orientation on Catalog Shopping of Apparel

의류 제품의 통신 판매와 소비자 구매 의도 -쇼핑 비용 지각과 쾌락적 쇼핑 성향을 중심으로-

  • 이은주 (서울대학교 가정대학 의류학과) ;
  • 이은영 (서울대학교 가정대학 의류학과)
  • Published : 1996.09.01

Abstract

With rapid changes in social and marketing environments, catalog retailing emerges as a new method of selling clothes in Korea. In catalog shopping, in-store and multi·store search behavior are omitted saving consumers time and effort. On the other hand, consumers may lose recreational enjoyment of shopping when they purchase clothes through catalog. In this study, consumers perception of shopping cost and recreational shopping orientation were tested as consumer characteristic intervening catalog shopping behavior. The concept of shopping cost was derived from Darian(1987)'s analysis of cost and benefit of store shopping and in-home shopping. A national sample of 700 adult women was surveyed and 477 questionnaires were returned and used for statistical analysis. Nine shopping cost perception variables were found to have significant positive relationships with the purchase intention of apparel through catalog. As a result of confirmatory factor analysis, two factors of shopping cost were found; perception of lack of shopping time and perception of store search effort. Causal modeling of LISREL analysis showed that percetion of lack of shopping time was strongly related with patronizing intention of catalog shopping. Since catalog shopping exclude enjoyment of store shopping activity, it can be logically inferred that recreational store shoppers have less chance of being catalog shoppers. However, the result of LISREL analysis showed that there were no negative relationship between recreational shopping orientation and catalog shopping intention. This suggests that consumers might experience enjoyment of shopping through catalog when properly presented.

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