The Influence of Consumer Characteristics' on Store Patronage Intention

패션소매점 애고의도에 미치는 소비자 특성에 관한 연구

  • Nam, Mi-Woo (Dept. of Fashion Design, Seokyeong University)
  • 남미우 (서경대학교 패션디자인학과)
  • Received : 2005.08.31
  • Published : 2005.10.31

Abstract

In recent years retail competition has intensified, generally as a consequence of technologies, more sophisticated management practices and industry consolidation. An understanding of current customers' loyalty intentions and their determinants is an important basis for the identification of optimal retailer actions. The focus of this study is to examine the links between patronage intention and the effects of various antecedents of current customers' store loyalty intentions in fashion store. 340 female universities students living in Seoul were analyzed by utilizing multiple regressions to investigate the predictability of each of the 4 different sets of variables(consumer value, source of information, clothing benefits, importance of store attributes) on four patronage intentions of apparel shopping(discount store, speciality store, conventional market, Fashion shopping mall). Four factors were significant in predicting conventional market patronage intention. Brand had a negative coefficient, while price, social affiliation, store fashion service/promotion had positive coefficients. Fashion shopping mall were predicted by five factors:brand had a negative coefficient, while media, social affiliation, price, uniqueness had positive coefficients. For specialty store, four factors were significant: brand had a negative coefficient, while store fashion service/promotion, personal sources, uniqueness had positive coefficients. Four factors were significant in predicting discount store patronage intention :price, store fashion service/promotion, social affiliation, variety of price & product had positive coefficients. Despite the relatively low $r^2s$, all four variables appeared to have, to some degree, predictability of choosing among four different types of store for apparel shopping. Based on the results, patronage intention profiles for four retail stores were developed. Marketing implications are discussed.

Keywords

References

  1. 강지혜 (1994) 혜택세분화에따른 남성정장 기성복의 브랜드 인식연구. 연세대학교 대학원 석사학위논문
  2. 고애란 . 진병호 (1995) 상설할인매장 애고소비자의 구매성향,상점 속성중요도 및 정보원 이용 연구. 한국의류학회지,19(1), 104-114
  3. 구양숙 . 추태귀 (1996) 의복관여에 따른 의복구매행동에 관한 연구. 복식문화연구, 4(2), 173-185
  4. 김소영 (1993) 소비자의 의복쇼핑성향과 점포애고행동에 관한 연구. 서울대학교 대학원 석사학위논문
  5. 김지현.홍금희 (2000) 남성집단의 의복추구혜택에 따른 쇼핑성향과 정보원에 관한 연구. 한국의류학회지,24(1), 43-54
  6. 김철민 . 유승엽 (2000) N세대의 광고 경험과 활용. 한국심리학회지, 1(2), 65-88
  7. 류은정 (1991) 의복관여도에 따른 의복구매행동에 관한 연구 -서울 시내 여대생을 중심으로 . 이화여자대학교 대학원 석사학위논문
  8. 민정기 (1984) 소매점 선택에 영향을 요인에 관한 연구 -여성 의류전문점음 중심으로-. 연세대학교 대학원 석사학위논문
  9. 박지수 (1997) 백화점 고객의 소매점내 행동유형과 의복구매행동. 서울대학교 대학원 석사학위논문
  10. 안소현 . 서용한 . 서문식 (2000) 의류구매자의 가치관-추구혜택 제품 속성간의 계층적 인과관계에 관한 탐색적 연구. 한국의류학회지, 24(5), 652-662
  11. 이기엽 (2001) 신업태 소매점 애고도의 결정요인에 관한 연구. 마케팅연구, 16(3), 75-103
  12. 이수범 (2004) N세대 소비문화에 대한 분화기술적인 연구. 공고학연구,15(3), 71-90.
  13. 이은영 (1997) '패션마케팅 제2판'. 교문사,서울,p.112
  14. 임정복 (1998) 의복구매시 정보탐색 활동에 관한 연구-자아이미지와 추구편익을 중심으로-. 한국의류학회지,22(1), 61-71
  15. 임경복 (2001) 지각된 위험파 의복관여도가 정보탐색활동에 미치는 영향 -대학생을 중심으로-. 한국의류학회지,25(2), 206-216
  16. 임경복 (2001) 소비자의 가치체계가 의복관여도와 쇼핑성향에 미치는 영향. 한국의류학회지,25(7), 1321-1331
  17. 임숙자 . 김선희 (1998) 의류유동업태의 상점이미지와 의복만족도에 관한 연구. 한국의류학회지,23(2),185-195
  18. 임숙자 . 선혜봉 . 김혜정 . 이현미 (2001) '패션마케팅파 소비자행동'. 교문사,서울,p.359
  19. 정복희 . 박은주 (1993) 의류소매점 선택과 관련변인 연구 의생활양 식과 소매점 이미지를 중심으로-. 한국의류학회지,17(2), 207-217
  20. 정현숙.이은영 (2002) 소비자의 의류제품별 제품혼합애고행동에 관한 연구. 한국의류학회지,26(8) ,1128-1140
  21. 최정선 . 유태순 (2002) N세대의 패션가치관이 인터넷쇼핑몰 구매견 정 중요도와 패션디자인 선호도에 미치는 영향. 한국의류학회지, 26(1), 39-49
  22. 황진숙 (1998) 신체만족도와 이상적인 신체상의 중요성의 의복추구 혜택에 미치는 영향. 한국의류학회지,22(3), 293-302
  23. 홍희숙 (1 996) 상황과 소비자 특정에 의한 의류제품 혜택세분화 연구-. 연세대학교 대학원 박사학위논문
  24. Aaker, D.A. (1991) 'Managing Brand Equity: Capitalizing on the Value of a Brand Name'. The Free Press, NY
  25. Cox, D.F. (1967) 'Risk Taking and Information Handing Consumer Behavior'. Harvard University Graduate School of Business, Boston
  26. Dardis, Rand Sandler, M. (1971) Shopping behavior of discount store customers in a small city. Journal of Retailing, 47(summer), 67-72
  27. Engel, J.F., Blackewell, R.D. and Miniard, P.W. (1986) 'Consumer Behavior(3rd.ed.)'. Dryden Press, Illinois, Hilsdale
  28. Engel, B. and Miniard (1995) 'Consumer Behavior' 8th Ed., Forth Worth; the Dryden Press, Illinois
  29. Gentry, J.W. and Burns, A.C. (1977-1978) How important are evaluative Criteria in Shopping Center Patronage? Journal of Retailing, 53(winter), 73-94
  30. Harp, S.S., Hlavaty, V. and Horridge, P.E. (2000) South Korean Female Apparel Market Segments Based on Store Attributes. Journal of retailing and consumer services, 7, 161-170.2
  31. Kahle, L.R (1983) 'Social Values and Social Change: Adaptation to Life in America'. Praeger, NY
  32. Kotler, P. (1984) 'Marketing Management: Analysis. Planning and Control'. Englewood Cliffs, New Jersey
  33. Lai, A.W. (1995) Consumer values, product benefits and customer value: A consumption behavior approach. Advances in Consumer Research, 22, 381-388
  34. Peter, J.P. and Olson, J.C. (1987) 'Consumer Behavior: Marketing Strategy Perspectives'. IL (Irwin Inc), Homewood
  35. Shim, S. and Bickle, M.C. (1994) Benefit segments of female apparel market: Psychographies, shopping orientations, and demographics. Clothing and Textiles Research Journal, 12(2), 1-12
  36. Shim, S.Y. and Drake, M.F. (1988) Apparel selection by Employed Women: A Typology of information Search Patterns. Clothing and Textiles Research Journal, 6(2), 1-9
  37. Shim, S. and Eastlick, M.A. (1998) The Hierarchical Influence of Personal Value on Mall Shopping Attitude and Behavior. Journal of Retailing, 74(1), 139-160
  38. Shim S. and Kotsiopulos, A. (1992) Patronage behavior of apparel shopping: part1. shopping orientations, store Aatributes, information sources and personal characteristics. Clothing and Textile Research Journal, 10(2), 48-57
  39. Sweeney, D.J. and Reizenstein, R.C. (1972) Developing retail market segmentation strategy for a women's speciality store using multiple discriminant analysis, in Thorpe, A.I. & Avery C.E.(1983-84)
  40. Thorpe, A.I. and Avery, C.E. (1983-84) A demographic and psychographic assement of a speciality store's customers and noncustomers. Clothing and Textiles Research Journal, 2, 35-41