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http://dx.doi.org/10.5850/JKSCT.2010.34.6.1021

An Exploratory Study on Entertaining Apparel Shopping Experiences of College Students  

Lee, Mi-Young (Dept. of Fashion Design & Textiles, Inha University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.34, no.6, 2010 , pp. 1021-1032 More about this Journal
Abstract
This study explores the perceptions of fashion consumers on entertaining shopping experiences and investigates the factors important to the creation of these experiences. A convenient sample of 100 was used for the exploratory survey. Respondents were asked to complete open-ended questions (e.g., describe a recent store shopping trip that you remember as being pleasurable and entertaining) on a standardized form. A total of 97 questionnaires were completed and used for further analysis. Six entertaining shopping factors were identified: store-related factors were merchandise, service, the store environment, and events; customer-related factors were customer resources and social aspects. Five non-entertaining shopping factors were identified: the store-related factors were merchandise, service, and the store environment factor; customer-related factors included customer resources and social aspects. A survey with a convenient sample of 200 college students was administered to examine the importance of entertaining and non-entertaining factors. The merchandise factor (which includes products assortments and price-related items) were rated as the most important part of the entertaining store-shopping experience, followed by service factors in the store category, and customer resources in the customer category.
Keywords
Fun; Entertainment; Shopping; Apparel;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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