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http://dx.doi.org/10.5850/JKSCT.2009.33.12.1862

A Cross-National Comparison of the Importance of Apparel Store Attributes for Shopping Values between Korean and Chinese College Students  

Park, Na-Ri (Dept. of Clothing & Textiles, Hanyang University)
Jang, Young-Sil (Dept. of Clothing & Textiles, Hanyang University)
Park, Jae-Ok (Dept. of Clothing & Textiles, Hanyang University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.33, no.12, 2009 , pp. 1862-1872 More about this Journal
Abstract
This study identifies the apparel shopping value segments of Korean and Chinese college students to examine the differences in the importance of apparel store attributes. Data from 504 questionnaires filled out by college students from Seoul and Beijing were used for statistical analysis. The four segments of apparel shopping values are, hedonic shopping segment, low involvement shopping segment, high involvement shopping segment, and utilitarian shopping segment. In the high involvement shopping segment, Korean respondents considered store atmosphere, convenience, and the services of salespersons to be more important than the other segments. Chinese respondents in both the hedonic shopping segment and high involvement shopping segment considered store atmosphere more important than the other segments. Korean respondents considered store service more important than the Chinese respondents in the hedonic shopping segment, but Chinese respondents were more likely to consider store convenience to be more important than Korean respondents. In the low involvement shopping segment, Korean respondents considered store atmosphere, store services, and the selection of goods more important than Chinese respondents did. In the high involvement shopping segment, Korean respondents considered the services of salespersons to be more important than the Chinese respondents but the Chinese respondents evaluated store convenience as more important than Korean respondents. In the utilitarian shopping segment, Korean respondents were more likely to consider store service, the selection of goods, and services of salespersons more important than Chinese respondents did.
Keywords
Apparel shopping value; Apparel store attributes; Chinese consumers;
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