Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Internet Addictive Levels and Addictive Buying Behavior - Focusing on Fashion Products -

인터넷 중독정도(中毒定度)에 따른 중독구매행동(中毒購買行動)에 관(關)한 연구(硏究) - 패션제품(製品)을 중심(中心)으로 -

  • Lee, Seung-Hee (Dept. of Clothing & Textiles, Sungshin Women's University)
  • 이승희 (성신여자대학교 의류학과)
  • Published : 2004.12.30
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Abstract

The purpose of this study were to examine 1) the relationship between internet addictive and addictive buying behavior, and 2) addictive purchasing behavior according to internet addictive levels. 220 female college students, who had purchased fashion products through internet were surveyed for this study. For data analysis, descriptive statistics, $X^2$-test, ANOVA, Duncan test, and multiple regression were used. As the results, generally Internet addictive tendency was correlated to compulsive buying, shopping addictive, credit card addictive, self-esteem, and internet flow. Also, there were significantly differences in internet addictive levels with addictive buying behavior. That is, heavy internet addictive group had more shopping addictive, compulsive addictive, and internet flow than middle internet addictive group and light internet addictive group. Also, results revealed that compulsive buying, shopping addictive buying, internet flow and self-esteem accounted for 27.3% of the explained variance in internet addictive tendency. Based on these results, fashion marketing strategies would be suggested.

Keywords

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