Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on the Store Patronage Mix Behavior According to Various Clothing Items and Situations

의류제품유형과 상황에 따른 점포혼합애고 행동에 관한 연구

  • Park Jae-Ok (Dept. of Clothing and Textiles, Hanyang University) ;
  • Shin Jung-Hye (Dept. of Clothing and Textiles, Hanyang University)
  • Published : 2005.07.01
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Abstract

The purpose of this study was to find out consumer's store patronage mix behavior among different types of apparel stores according to interaction between clothing items and situations. The subjects of this study were female adults who lived in Seoul. The sampling method was quota sampling. The data was obtained from 391 questionnaires. The data were analyzed using frequency, one-way ANOVA, Duncan test, and two-way ANOVA by means of SPSS. The results were as follows; 1. According to, clothing items, store patronage mix of consumer was found to be significantly different in cases of department stores and high-fashion boutiques, brand stores, discount stores of famous brands, mass-wholesale stores and mass-agent stores. 2. According to the situations, patronized store types were found to be significantly different among department store and high-fashion boutiques, brand stores, discount stores of famous brands, mass-wholesale stores and mass-agent stores. In a gift-purchasing situation, department stores and high-fashion boutiques got the highest score, in a self-usage situation, mass-wholesale stores, discount stores of famous brands and brand stores got the highest score. 3. Store patronage mix of consumer was found to be significantly related to the interaction between clothing items and situations. Department stores and high-fashion boutiques have the highest score far a consumer to purchase a suit for a gift, meanwhile brand stores have the highest score for self·usage.

Keywords

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