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http://dx.doi.org/10.5850/JKSCT.2014.38.3.321

Consumer's Shopping Orientation and Buying Behavior According to the On/Offline Browsing  

Rhee, Young Sun (Dept. Clothing & Textiles, Chungnam National University)
Ko, Soon Hwa (Dept. Clothing & Textiles, Chungnam National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.38, no.3, 2014 , pp. 321-333 More about this Journal
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
On/offline browsing; Shopping orientations; Impulse buying; The ratio of expenditure;
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Times Cited By KSCI : 11  (Citation Analysis)
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