패션비즈니스 (Journal of Fashion Business)

  • 제18권3호
  • /
  • Pages.1-13
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  • 2014
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  • 1229-3350(pISSN)
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  • 2288-1867(eISSN)
한국패션비즈니스학회 (The Korean Society of Fashion Business)
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A Study on Store Switching Behavior of College Students in On/Offline Apparel Store

  • 투고 : 2013.07.22
  • 심사 : 2014.07.11
  • 발행 : 2014.07.30
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초록

This study investigated the store switching behavior of fashion stores targeting college students. A random sample of college students completed a questionnaire that contained measurements of store property, relationship quality, switching intent of store, preference of on/offline store, purchase of brand/non-brand product and monthly clothing expenses. The factors extracted as switching behavior of on/offline fashion store are store property, relationship quality and switching intent of store. Dimensions of store switching behavior in online shopping mall is revealed to be composed of diversity/ easy to search, store reliability, home page layout, sales promotion, reliability, commitment and switching intent of store. Also those of offline store is revealed to be composed of store comfort/salespeople service, product diversity, store location, product price, reliability, commitment and switching intent of store. The significant differences were found between store switching behavior of college students by preference of on/offline store and purchase of national brand/non brand. It is expected that this results can be used as a basic material for further study and setting up the fashion retailing strategies in fashion store for selling non brand products.

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참고문헌

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피인용 문헌

  1. 소셜커머스에서 부정적 리뷰 유형, 브랜드 명성, 기회희소성지각이 패션제품 선호도에 미치는 영향 vol.20, pp.4, 2016, https://doi.org/10.12940/jfb.2016.20.4.207