중국 연변지역 대학생의 의류점포 선택 행동

Clothing Store Selection behaviors of College Students in Yanbian, China

This study is designed to understand demographic characteristics, store selection factors, difference in preferred stores which are considered to be related to store selection behaviors for clothes by college students in Yanbian, China. Questionnaire was used for measurement tools to study the subject of the thesis. Questions used for the evaluation criteria for store selection were primarily based on those previously used by the other researchers with some revision and supplementation. Each question was rated in 5 point scale, where 1 means 'not at all' and 5 means 'definitely'. A total of 50 copies of the questionnaire was passed out to college students in Yanbian from March 20 to March 25, 2001, for the preliminary study. The main study was conducted against 450 college students from May 17 to June 5, 2001 The data for the study were analyzed using SAS PC program for frequency distribution, percentage, 1 -test, and one way ANOVA. A significant difference was showed in the preferred stores between male and female students. In total, underground markets were preferred most with 41.6%, followed by markets with 40.3%. A significant difference was showed among groups regarding preferred stores based on an average monthly income, monthly expense on clothing. Three areas of 'product price', 'display and mood of the store' and 'royal store' showed a significant difference in terms of selecting stores based on an average monthly income. A significant difference was showed in only one areas(brand awareness) in selecting stores based on monthly clothing expense.