Store Evaluative Criteria, Clothing Evaluative Criteria, and Purchasing Behavior for Casual Wear according to Shopping Orientation of Chinese College Students

중국 대학생의 의복 쇼핑 성향에 따른 점포 평가 기준, 의복 평가 기준 및 캐쥬얼 의류 구매 행동

The purpose of this study was to identify the differences in store evaluative criteria, clothing evaluative criteria, and purchasing behavior for casual wear among groups with different types of shopping orientation. Data were collected from 175 female and 169 male college students living in Beijing, and analysed by factor analysis, cluster analysis, ANDVA, Duncan test, crosstabulation analysis, and frequency analysis. Chinese college students were classified into four groups by their shopping orientations; fashion-pursuit type, individuality-pursuit type, practical type, and apathetic type. Significant differences were found in store evaluative criteria, clothing evaluative criteria, purchasing behaviors, and demographic characteristics. The fashion-pursuit type and individuality-pursuit type were more influenced by store location and service, product attributes, and fashion. They purchased more frequently and spent more money. Esthetic clothing evaluative criteria were considered more important by the individuality-pursuit type than the others, and symbolic clothing evaluative criteria by the fashion-pursuit type.