한국생활과학회지 (Korean Journal of Human Ecology)
- 제8권2호
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- Pages.301-312
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- 1999
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- 1226-0851(pISSN)
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- 2234-3768(eISSN)
소비자의 의류쇼핑성향에 따른 점포이미지에 관한 연구: 여고생과 20대 여성소비자를 중심으로
A Study on Store Image according to Clothing Shopping Orientation of Consumers
- Ha, Jong-Kyoung (Dept. of Clothing and Textiles, Yeungnam Univ.) ;
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Park, Ok-Ryun
(Dept. of Living Science, Kyungsung Univ.) ;
- Lee, Jung-Ok (Dept. of Clothing and Textiles, Yeungnam Univ.)
- 발행 : 1999.07.31
초록
The purpose of this study was to establish store marketing strategies according to consumers pattern obtained by the importance of the image attributes of each store and a pattern of consumers based on clothing shopping orientations. 1. The clothing shopping orientations were classified into five factors. The analysis on the sample group pursuant to 5 types orientations came out the groups to pursue the royal to store & brand name, economics, shopping, convenience and fashion & confidence. 2. store atmosphere, selling promotion, servience and products were extracted from the shop image attributes. 3. As a result of comparing the importance of store image attributes as per clothing shopping orientation, the fashion & confidence pursuing group deemed store atmosphere and convenience to be the most important one. Service and convenience for the pursuing group of royal to store & brand name and the shopping pursuing group. Products, service and convenience for the convenience pursuing group. And the economics pursuing group evaluated all factors low.