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http://dx.doi.org/10.5850/JKSCT.2011.35.7.801

A Study on Factors that Affect the Selection of Multichannel in the Apparel Retail -Based on the Characteristics of Marketing and Customer-  

Kim, Ju-Hee (Dept. of Fashion Design & Merchandising, Kyungsung University)
Lee, Jin-Hwa (Dept. of Clothing & Textiles, Pusan National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.35, no.7, 2011 , pp. 801-815 More about this Journal
Abstract
This study examines the characteristics of marketing and customer that influence the selection of multichannel (preference/frequency of use) in the fashion retail. The subjects of this study are men and women live in Seoul/Gyeonggi province and Busan/Gyeongsangnam-do in their 20s-40s who have shopping experiences in fashion items of more than 2 shopping channels among offline stores, catalogs, and the internet. The survey period was from March to May 2010 and 411 forms were used in this survey. The data were analyzed by a reliability analysis (Cronbach's ${\alpha}$), a factor analysis, t-test and one-way ANOVA. The main results of this study are summarized as follows. First, marketing characteristics, which effect the selection of multichannel (preference/frequency of use), consist of sales promotion, service, price, merchandise, and distribution. Those have a significant influence (***p${\leq}$.001) on choosing multichannel of fashion retail. Price has a significant impact on the preference of multichannel and merchandise affect for frequency of use in multichannel shopping. Second, customer characteristics have a significant influence (***p${\leq}$.001) on the monthly average purchasing amount, shopping hours, shopping frequency, brand knowledge, and price sensitivity. Particularly, monthly average purchasing amount & shopping frequency have meaningful differences in the frequency of using multichannel; in addition, shopping hours were affected by preference & frequency of use. Price sensitivity has a greater influence on the frequency of using multichannel and brand knowledge has a greater effect on multichannel preference. Customer's information searching characteristics have main 3 factors through the use of marketing information, personal information and experience information. Application of experience information is the main factor in preference and frequency of using multichannel shopping. The customer demographic characteristics of age (*p${\leq}$.05, **p${\leq}$.01) and gender (*p${\leq}$.05) show a difference for selecting multichannel. There is no difference for marital status, average household income per month, and job.
Keywords
Apparel retail; Multichannel shopping; Marketing characteristics; Consumer characteristics;
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Times Cited By KSCI : 4  (Citation Analysis)
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