Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
권호 표지

The Influence of Shopping Orientation and Store Attribute on Store Patronage Intentions

소비자의 쇼핑성향과 소매점속성이 소매점 애고의도에 미치는 영향

  • Nam Miwoo (Department of Fashion Design, Seokyeong univ.) ;
  • Kim Kwangkyung (Department of Total Fashion, woosong Information college.)
  • 남미우 (서경대학교 패션디자인학과) ;
  • 김광경 (우송정보대학 토탈패션계열)
  • Published : 2004.12.01
Download PDF
⟨ Previous Next ⟩

Abstract

The primary objective of this study was to employ Darden's store patronage model in order to investigate the role that shopping orientation and store attributes play in store patronage. The study sample consisted of 340 female university students residing in Seoul. The data was analyzed by using path analysis and factor analysis. The recreational shopping orientation played a greater role in influencing the importance of store attributes than did the convenience shopping orientation. Recreational shoppers want a variety of brands and convenience shoppers can be attracted by a convenient location and availability of parking. Six important store attributes(variety of products and price level, proximity, variety of trendy brands, store decor, sales promotion, sales personnel) have a differential influence on store patronage. Shopping orientation was a direct predictor of patronage behavior and mediated the relationship between shopping orientation and store attribute importance. The finding indicated that both the recreational shopping orientation and convenience shopping orientation can be used effectively to position store patronage in such a way as to provide a strong means for shoppers to satisfy their needs. The findings of this study demonstrated that South Korean female shoppers with different shopping orientation have different store attribute preference and store patronage. The results provide a basis for building a successful strategy to attract shoppers and generate sales. The study focused on a specific product category, i.e., women's apparel. To meet the needs of female apparel shoppers, further research is needed to learn more about the distinctive characteristics of Korean consumers that could be applied to a variety of jobs, ages and living areas.

Keywords

References

  1. 김소영(1993). 소비자의 의복쇼핑성향과 소매점애고 행동에 관한 연구. 서울대학교 석사학위 청구논문
  2. 김진원(2000). 쇼핑가치, 소매점속성, 및 과업상황이 의복구매행동에 미치는 영향 -의류소매점내 감정을 중심으로-. 이화여자대학교 대학원 박사학위논문
  3. 김현숙(1990). 패션소매점의 이미지에 따른 유형화 연구. 서울대학교 의류학과 석사학위논문
  4. 민정기(1984). 소매점 선택에 영향을 주는 요인에 관한 연구 -여성의류 전문점을 중심으로-. 연세대학교 석사학위논문
  5. 박은주(1992). 의복구매에 관련된 상황변수에 관한 연구 -의복착용상황, 구매상황을 중심으로-. 서울대 박사학위논문
  6. 박지수(1997). 백화점 고객의 소매점내 행동유형과 의복구매행동. 서울대학교 석사학위논문
  7. 임숙자, 김선희(1998). 의류유통업태의 소매점이미지와 의복만족도에 관한 연구. 한국의류학회지, 23(2), 185-195
  8. 이주은(1990). 의복구매동기에 따른 소매점이미지 선호도에 관한 연구 -중상층 중년 여성을 중심으로-. 이화여자대학교 석사학위논문
  9. 정복희, 박은주(1993). 의류소매점선택과 관련 변인 연구 -의생활 양식과 소매점이 미지를 중심으로-. 한국의류학회지, 17(2), 207-217
  10. 정현숙, 이은영(2002). 소비자의 의류제품별 제품혼합 애고행동에 관한 연구. 한국의류학회지, 26(8), 1128-1140
  11. 차인숙(1998). 백화점 소비자의 의복쇼핑성향과 소매점선택 기준에 관한 연구. 부산대학교 대학원 석사학위논문
  12. 한지혜, 고애란(2001). 청소년기 여학생의 쾌락적 쇼핑성향과 소매점 이미지에 따른 소매점애고행동. 한국의류학회지, 25(5), 833-844
  13. Arnold, S. J., Ma, S. & Tigert, D. J. (1978). A Comparative Analysis of Determinant Attributes in Retail Store Selection. Advances in Consumer Research, 5, 663-667
  14. Babin, B. J., Darden, W. R and Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Convenience Shopping Value. Journal of Consumer Research, 20, 644-656 https://doi.org/10.1086/209376
  15. Bellenger, D. N., Robertson, D. H. Greenberg, B. A. (1977-78). Shopping Center Patronage Motives. Journal of Retailing, 53(Summer), 23-42
  16. Bellenger, D. N. & Korgaonkar, P. K. (1980). Profiling the Recreational Shopper. Journal of Retailing, 56(3), 77-92
  17. Carmen, J. M. (1990). Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions. Journal of Retailing, 66(spring), 33-55
  18. Darden, W. R. (1980). A Patronage Model of Consumer, In R. W. Stampfl & E.Hirschman (Eds.), Competitive structure in retail markets: the department store perspective, Chicago; American Marketing Association, 43-52
  19. Feinberg, R. A. & Meoli J. (1991). A Brief History of the Mall. Advances in Consumer Research, 18, 426-427
  20. Hansen, R. A. & Deutscher T. (1977-78). An Empirical Investigation of Attribute Importance in Retail Store Selection. Journal of Retailing, 53(4), 59-7
  21. Harp, S. S., Hlavaty, V. & Herridge, P. E. (2000). South Korean Female Apparel Market Segments Based on Store Attributes. Journal of retailing and consumer services, 7, 161-170.2 https://doi.org/10.1016/S0969-6989(99)00023-5
  22. Homer, P. M. & Lynn R. Kahle. (1988). A Structural Equation Test of the Value-Attitude-Behavior Hierarchy. Journal of Personality and Social Psychology, 54(winter), 638-646 https://doi.org/10.1037/0022-3514.54.4.638
  23. Howell, R. D. (1979). A Multivariate Examination of a Patronage Model: The Impact of Values and Life Styles on Shopping Orientation. Doctoral Dissertation, University of Alkansa
  24. Kopp, R. J. & Eng, R. J. (1989). A competitive Structure and Segmentation Analysis of the Chicago Fashion Market. Journal of Retailing, 654(4), 496-515
  25. Langrehr, F. W. (1991). Retail Shopping Mall Semiotics and Hedonic Consumption. Advances in Consumer Research, 18, 428-433
  26. Mason, J. B., Durand, R. M. & Taylor, J. L. (1983). Retail Patronage: A Causal Analysis of Antecedent Factors. In; Darden, W.R., Lusch, R.F.(Eds.), Patronage Behavior and Retail Management. North Holland, New York, 180-193
  27. Monroe, K. B. & Cuiltinan, J. P. (1975). A Pathanalytic Exploration of Retail Patronage Influences. Journal of Consumer Research, 2(1), 19-28 https://doi.org/10.1086/208612
  28. Peter, J. P. & Olson, J. C. (1987). Consumer Behavior: Marketing Strategy Perspectives, Homewood, IL: Irwin Inc.
  29. Solomon, M. R. (1999). Consumer Behavior(4th ed.). New Jersey; Prentice Hall
  30. Shim, S. & Kotsiopulos, A. (1992). Patronage Behavior of Apparel Shopping: partl. Shopping Orientations, Store Attributes, Information Sources and Personal Characteristics. Clothing and Textile Research Journal, 10(2), 48-57 https://doi.org/10.1177/0887302X9201000208
  31. Shim, S. & Eastlick, M. A. (1998). The Hierarchical Influence of Personal Value on Mall Shopping Attitude and Behavior. Journal of Retailing, 74(1), 139-160 https://doi.org/10.1016/S0022-4359(99)80091-8
  32. Spiggle, S. & Sewall, M. A. (1987). A choice Sets Model of Retail Selection. Journal of Marketing, 51, 91-111 https://doi.org/10.2307/1251132
  33. Steenkamp, Jan-Benedict E. M. & Wedel, M. (1991). Segmenting Retail Markets on Store Image Using a Consumer-Based Methodology. Journal of Retailing, 67(Fall), 300-320
  34. Wakefield, K. L. & Baker, J. (1998). Excitement at the Mall: Determinants and Effects on Shopping Response. Journal of Retailing, 74(4), 515-539 https://doi.org/10.1016/S0022-4359(99)80106-7