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

The Korean Society of Clothing and Textiles (한국의류학회)
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Comparison of Price Sensitivity based on the Shopping Value, Purpose of Use and Social Situation

소비자의 쇼핑가치와 사용목적 및 사회적 상황에 따른 가격민감도 비교

  • Nam, Eun-Ha (Dept. of Clothing & Textiles, Pusan National University) ;
  • Lee, Jin-Hwa (Dept. of Clothing & Textiles, Pusan National University)
  • Published : 2009.09.30
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Abstract

This research investigates the factors influencing price sensitivity in fashion products. This study incorporates three essential variables, which were likely to influence price sensitivity: the subjective shopping value of consumers, objective purpose of use, and social situation according to the shopping companions of consumers. A sample of young adult consumers (who had purchase experience of fashion products during the last six-months) was surveyed using a self-administered questionnaire. A 3-way ANOVA was used to evaluate the data. The results show that the utilitarian shopping value of consumers was more sensitive in price than the hedonic shopping value and a self-using purchase was more sensitive in price than a gift-giving purchase. In addition, a correlation effect was significant between the purpose of use and social situation. In addition, the correlation effect among all of the three variables was also significant.

Keywords

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