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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Impact of Window Information Effect on Consumers' Willingness to Visit a Fashion Store -Focusing on Group Differences by Clothing Shopping Orientation-

패션제품의 윈도우 정보효과가 점포 방문의사결정에 미치는 영향 -의복쇼핑성향에 따른 집단간 차이를 중심으로-

  • Jeon, Min-Ji (Dept. of Fashion Design, Pukyong National University) ;
  • Oh, Hee-Sun (Dept. of Design, Pukyong National University) ;
  • Suh, Yong-Han (Dept. of Distribution Management, Ulsan College)
  • 전민지 (부경대학교 패션디자인학과) ;
  • 오희선 (부경대학교 디자인학부) ;
  • 서용한 (울산과학대학 유통경영과)
  • Published : 2006.10.31
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Abstract

The purpose of this study is to explore the impact of window information on consumers' willingness to visit a fashion store according to their clothing shopping orientation. The sutjects of the research are conveniently selected females over the age of 20 living in Busan. A total of 202 questionnaire are collected far data analysis. The results of this study are as follows: 1. The factor analysis to identify the clothing shopping orientation showed four factors, such as hedonic, planned, independent/loyalty, and impulsive/convenience. A cluster analysis conducted by the four factors resulted in four patterns - utilitarian shopping orientation group, impulsive/convenience shopping orientation group, hedonic shopping orientation group, independent/loyalty shopping orientation group. 2. The window information conducted by factor analysis were divided into the four levels-product information, promotion information, fashion information, and store image. 3. A one-way ANOVA analysis carried out to find the window information effects among the groups revealed that there were significant differences in the factors of promotion information, fashion information, and store image. 4. Multi-regression analysis was conducted in order to find the impact of window information on the consumers' willingness to visit a fashion store. As a result, fashion information had the most impact on utilitarian shopping group, while product information, promotion information and store image had a great impact on impulsive/convenience shopping orientation group, fashion information and store image had the most impact on hedonic shopping orientation group.

Keywords

References

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