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

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

Study on the Preferred Store Type and Store Choice Properties of Clothing Shopping Consumers Based on the AHP Method

AHP 기법을 이용한 의류쇼핑 소비자의 선호점포 유형과 점포선택 속성에 관한 연구

  • Park, Jin-Je (Dept. of Clothing & Textiles, Pusan National University) ;
  • Lee, Jin-Hwa (Dept. of Clothing & Textiles, Pusan National University)
  • Received : 2011.04.01
  • Accepted : 2011.12.22
  • Published : 2012.02.29
Download PDF
⟨ Previous Next ⟩

Abstract

This study determines a consumer retail store choice by applying the Analytic Hierarchy Process (AHP) method for multi-criteria decision-making in the fashion retail industry. The study provides detailed and relevant information for management, marketers of fashion retail stores, and to improve competition between suppliers. Data was collected in February 2011 from questionnaires completed by 319 university students in Busan, South Korea. One of the major findings of this study was that consumer store preference was affected by the following factors in order of importance: product, image, service quality, and purchase facilitation. Brand image was assessed to be the most important of the evaluation elements, followed by individuality, style, and price. The results of rating the relative importance and priority of fashion retailers showed that department stores ranked most highly, followed by outlet malls, Internet shopping malls, brand malls, and discount stores.

Keywords

References

  1. Ananda, J., & Herath, G. (2003). The use of analytic hierarchy process to incorporate stakeholder preferences into regional forest planning. Forest Policy and Economics, 5(1), 13-26. https://doi.org/10.1016/S1389-9341(02)00043-6
  2. Chandrashekaran, R. (2004). The influence of redundant comparison prices and other price presentation formats on consumers evaluations and purchase intentions. Journal of Retailing, 80(1), 53-66. https://doi.org/10.1016/j.jretai.2004.01.004
  3. Cho, G. T., Cho Y. G., & Kang, H. S. (2003). Analytic hierarchy process. Seoul: Donghyeon.
  4. Cho, Y. J. (2007a). An analysis on priority of clothing evaluative criteria using AHP. Journal of the Korean Society for Clothing Industry, 9(1), 8188.
  5. Cho, Y. J. (2007b). A study on priority evaluation in clothes stores' selection attributes. Journal of the Korean Society of Clothing and Textiles, 31(4), 615-623. https://doi.org/10.5850/JKSCT.2007.31.4.615
  6. Chun, T. Y. (2009). The effect of store characteristics of outlet on consumption emotion, relationship quality, and loyalty. Journal of the Korean Society for Clothing Industry, 11(3), 417-426.
  7. Donovan, R, J., & Rossiter, J. R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34-57.
  8. Forman, E. H., & Selly, M. A. (2001). Decision by objectives: How to convince others that you are right. River Edge, N. J.: World Scientific.
  9. Ha, J. K., & Kim, J. H. (2009). A study on clothing benefit and its related variables of male and female consumers in their twenties. Korea Journal of Human Ecology, 18 (4), 879-889. https://doi.org/10.5934/KJHE.2009.18.4.879
  10. Hong, B. S., Lee, E. J., & Ma, H. Y. (2009). The effect of merchandise characteristics of internet fashion shopping malls on the shopping values, purchase satisfaction, and repurchase intention of female consumers. Journal of the Korean Society of Clothing and Textiles, 33(11), 1828-1838. https://doi.org/10.5850/JKSCT.2009.33.11.1828
  11. Hong, B. S., Lee, E. J., & Yun, Y. J. (2010). The effect of relationship marketing implement factors of masstige fashion brand on the trust, satisfaction, and repurchase intention. Journal of the Korean Society of Clothing and Textiles, 34(4), 663-672. https://doi.org/10.5850/JKSCT.2010.34.4.663
  12. Jeong, H. S., & Kim, Y. S. (2003). The effects of consumer's store image and brand image, and instore emotions on postpurchase emotions and satisfaction. Journal of Marketing Management, 8(3), 1-28. https://doi.org/10.1080/0267257X.1992.9964173
  13. Kang, H. J. (2007). A study on the effect of shopping orientations of consumers on the fashion shop environments. Journal of Digital Design, 7(4), 405-414. https://doi.org/10.17280/jdd.2007.7.4.042
  14. Kang, Y. H., & Hwang, J. S. (2007). The effect of shopping orientations of male and female consumers on the attitude toward sales clerk's service and shopping environments. Journal of the Korean Society of Clothing and Textiles, 31(4), 540-550. https://doi.org/10.5850/JKSCT.2007.31.4.540
  15. Kim, J. H. (2009). A study on the type of preference store and recognized environment of clothing store according to characteristics of clothing shopping. Journal of the Korean Society for Clothing Industry, 11(5), 732-740.
  16. Kim, J. H., & Park, O. L. (2009). A study on the characteristics of shopping according to environmental elements of clothing store. Journal of the Korean Society for Clothing Industry, 11(1), 66-74.
  17. Kim, K. H. (2008). Relationship between store image evaluation, customer satisfaction, and repurchase intention according to the types of internet fashion shopping malls. Journal of the Korean Society for Clothing Industry, 10 (1), 50-58.
  18. Kim, S. H. (2010). Complex shopping behavior of economic consumers-Focused on shopping orientation and store selection criteria-. Journal of the Korean Society for Clothing Industry, 12(5), 683-693. https://doi.org/10.5805/KSCI.2010.12.5.683
  19. Kim, S. J., & Jeong, H. S. (2006). The effect of perceived service quality and symbolic store image on store loyalty in apparel product purchasing-Focusing on the moderating effect of hedonic shopping orientation-. Journal of the Korean Society of Clothing and Textiles, 30(1), 48-58.
  20. Ko, J. J., & Suh, Y. H. (2010). The effects of visual merchandising on solo shopping consumers' store satisfaction and revisiting intention-A comparative study of college students in Korea and American-. Journal of the Korean Society for Clothing Industry, 12(4), 413-421. https://doi.org/10.5805/KSCI.2010.12.4.413
  21. Koo, D. M. (2006). The effects of personal values as enduring shopping motives on attribute evaluation and repatronage intention to a discount store. Journal of Global Academy of Marketing Science, 16(1), 45-71. https://doi.org/10.1080/12297119.2006.9707357
  22. Ku, T. H., & Ku, Y. S. (2010). The effect of online review writing motives of internet shopping on repurchase intention and recommendation intention about fashion merchandise. Journal of the Korean Society for Clothing Industry, 12(2), 188-193. https://doi.org/10.5805/KSCI.2010.12.2.188
  23. Kwak, Y. S., & Lee, J. H. (2002). Market segmentation with price-dependent quality evaluation in denim jeans market: Based on conjoint analysis and mixture model. Journal of the Korean Society of Clothing and Textiles, 26(11), 1605-1614.
  24. Lee, J. H., & Hur, A. H. (2008). Comparison of the salesperson's service on fashion retailing formats-Focused on department store, discount store, and outlet store-. Journal of the Korean Society for Clothing Industry, 10(3), 289-297.
  25. Lee, J. H., & Im, J. E. (2008). The effect of perceived justice on postcomplaint behavior in the internet open market-Focused on the moderating effect of fashion involvement-. Journal of the Korean Society of Clothing and Textiles, 32(9), 1427-1437. https://doi.org/10.5850/JKSCT.2008.32.9.1427
  26. Lee, K. H., & Rhee, E. Y. (2002). The multi-faceted influence of price on consumers' purchasing process of apparel products. Journal of the Korean Home Economics Association, 40(9), 1-15.
  27. Lee, O. H., & Kang, Y. E. (2009). The impacts of service quality and customer satisfaction on re-purchase and word of mouth. Journal of Fashion Business, 13(5), 110-120.
  28. Lee, S. H., & Jo, S. N. (2007). The effects of multi-shop's sore image on the store loyalty and brand switching behavior. Journal of the Korean Home Economics Association, 45(1), 51-61.
  29. Lee, S. J., & Jang, E. Y. (1992). Market segmentation and marketing strategy according to apparel retail store selection criteria of consumer. Journal of the Korean Society of Clothing and Textiles, 16(4), 471-484.
  30. Lim, S. J., & Lee, J. E. (1993). A study on store image preferences which is followed by clothing buying motives (II). Journal of the Korean Society of Clothing and Textiles, 17(1), 3-10.
  31. Louviere, J. J., & Johnson, R. D. (1990). Reliability and validity of the brand anchored conjoin approach to measuring retailer image. Journal of Retailing, 66(4), 359-382.
  32. Nam, E. H., & Lee, J. H. (2009). Comparison of price sensitivity based on the shopping value, purpose of use and social situation. Journal of the Korean Society of Clothing and Textiles, 33(9), 1452-1462. https://doi.org/10.5850/JKSCT.2009.33.9.1452
  33. Nam, M. W., & Koh, A. R. (2004). Urban house wives' clothing evaluative criteria, perceived risks on apparel buying through cable TV home shopping. The Journal of the Korean Society of Costume, 54(6), 1-13.
  34. Oyewole, P. (1999). Multi-attribute dimensions of service quality in the fast food restaurant industry. Journal of Restaurant & Foodservice Marketing, 3(3-4), 65-91. https://doi.org/10.1300/J061v03n03_06
  35. Park, H. H., & Jeon, J. O. (2004). The effect of VMD structural elements on fashion brand attitude. Journal of the Korean Society of Clothing and Textiles, 28(2), 224-234.
  36. Park, J. O., & Lee, E. K. (2005). Cognitive, emotional and behavioral responses on in-store shopping environment according to apparel shopping orientation. Journal of the Korean Society of Clothing and Textiles, 29(8), 1196-1206.
  37. Park, K. A. (2010). Responses to customer anger in the service encounter: Retail employee vs other customer perspectives. Journal of the Korean Society for Clothing Industry, 12(5), 591-598. https://doi.org/10.5805/KSCI.2010.12.5.591
  38. Park, S. K., & Im, S. J. (1996). A study on clothing shopping motivations and store-Preferred stores and store atmosphere-. Journal of the Korean Society of Clothing and Textiles, 20(3), 414-428.
  39. Park, S. Y., & Bae, H. K. (2006). Sensory experience effects on store attitude and Loyalty: The mediating role of emotion and satisfaction. Journal of Marketing Management, 11(3), 1-13.
  40. Rumore, N., Zhu, Z., Tanner, J., & Scheuermann, L. (1999). Effectiveness of competitive strategies in fast food markets: An analysis of customers' preferences. Journal of Restaurant & Foodservice Marketing, 3(3-4), 39-47. https://doi.org/10.1300/J061v03n03_04
  41. Saaty, T. L. (1982). Decision making for leaders: The analytical hierarchy process for decisions in a complex world. Belmont, California: Lifetime Learning Publications.
  42. Saaty, T. L. (1993). The analytic hierarchy process: A 1993 overview. Central European Journal of Operation Research and Economics, 2(2), 119-137.
  43. Saaty, T. L. (1994). Highlights and critical points in the theory and application of the analytic hierarchy process. European Journal of Operational Research, 74(3), 426-447. https://doi.org/10.1016/0377-2217(94)90222-4
  44. Saaty, T. L. (1995). Decision making for leaders (AHP series, Vol. 2). Pittsburgh: RWS, Publications.
  45. Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior. Upper Saddle River: Prentice Hall.
  46. Seol, S. C., Song, M. S., & Park, J. H. (2008). A study on the competitive advantage evaluation of fast food restaurants using the AHP method. Journal of Tourism and Leisure Research, 20(3), 207-226.
  47. Sin, S. Y., & Na, H. J. (2003). A study on the shopping orientation and the importance of store attributes of luxury brand consumer according to patronage store. The Research Journal of the Costume Culture, 11(4), 474-486.
  48. Song, M. S. (2007). SWOT-AHP evaluation of provincial prosports team according to the motivation of spectator professional baseball games. Korean Journal of Sport Management, 12(4), 161-177.
  49. Suh, H. S. (2009). A study on the causal relationship of the promotions on the shopping values and the customer satisfaction in on-line clothing shopping. Korea E-Trade Researcher, 7(4), 59-80.
  50. Sung, H. W. (2009). Male market segmentation: A comparative analysis of retail choice behavior according to fashion involvement and store attributes. Journal of the Korean Society for Clothing Industry, 11(3), 390-398.
  51. Thomas, M., & Menon, G. (2007). When internal reference prices and price expectations diverge: The role of confidence. Journal of Marketing Research, 44(3), 401-409. https://doi.org/10.1509/jmkr.44.3.401
  52. Triantaphyllou, E., Kovalerchuk, B., Mann, L., & Knapp, G. M. (1997). Determining the most important criteria in maintenance decision making. Journal of Quality in Maintenance Engineering, 3(1), 16-28. https://doi.org/10.1108/13552519710161517
  53. Vargas, L. G. (1990). An overview of the analytic hierarchy process and it's applications. European Journal of Operational Research, 48(1), 2-8. https://doi.org/10.1016/0377-2217(90)90056-H
  54. Yang, J. M. (2007). (A) study on new selection process of research proposals using AHP (Analytic Hierarchy Process). Seoul: National Research Foundation of Korea.
  55. Yoo, C., Park, J., & MacInnis, D. J. (1998). Effects of store characteristics and in-store emotional experiences on store attitude. Journal of Business Research, 42(3), 253-263. https://doi.org/10.1016/S0148-2963(97)00122-7
  56. Yoon, N. H., & Rhee, E. Y. (2009). The qualitative study on consumers' price related response in clothing purchase decision-making process. Journal of the Korean Society for Clothing Industry, 11(4), 537-548.
  57. Zahedi, F. (1990). A method for quantitative evaluation of expert system. European Journal of Operational Research, 48(1), 136-147. https://doi.org/10.1016/0377-2217(90)90070-R
  58. Zaltman, G., & Wallendorf, M. (1983). Consumer behavior: Basic findings and management implications. New York: John Wiley & Sons.

Cited by

  1. The effects of both store and private brand apparel product attributes on satisfaction and repurchase intention at large discount stores vol.22, pp.1, 2014, https://doi.org/10.7741/rjcc.2014.22.1.143