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

The Korean Society of Clothing and Textiles (한국의류학회)
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Consumer's Shopping Orientation and Buying Behavior According to the On/Offline Browsing

온/오프라인 브라우징에 따른 소비자 집단의 쇼핑성향과 구매행동 연구

  • Rhee, Young Sun (Dept. Clothing & Textiles, Chungnam National University) ;
  • Ko, Soon Hwa (Dept. Clothing & Textiles, Chungnam National University)
  • Received : 2013.10.15
  • Accepted : 2014.03.26
  • Published : 2014.06.30
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Abstract

This study grouped on/offline browsing consumer types according to on/offline browsing consumer behavior and investigated the differences in shopping orientation, impulse buying, and fashion goods expenditure ratio in on/offline markets based on on/offline browsing types. Data were obtained from 379 consumers aged 10 to 40 in Daejeon Korea. The data were analyzed using factor analysis, cluster analysis and ANOVA. The result were as following. First, respondents were classified into four group by on/offline browsing behavior (high offline browsing group, low on/offline browsing group, high on/offline browsing group, and high online browsing group). Second, there were significant differences among groups in the shopping orientation (except for efficient shopping orientation). Third, groups showed differences in impulse buying and fashion goods expenditure ratio in on/offline markets. This information will benefit marketers in the use of multichannel consumer strategies.

Keywords

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