Browse > Article
http://dx.doi.org/10.5805/SFTI.2014.16.5.719

Purchasing Behavior of the Latest Trendy Color Bags - Focusing on Purchase Motives, Purchase Types, Satisfaction and Repurchase Intention -  

Kim, Eun Joo (Dept. of Fashion Design, Dongduk Women's University)
Lee, Min Ji (Dept. of Fashion Design, Dongduk Women's University)
Publication Information
Fashion & Textile Research Journal / v.16, no.5, 2014 , pp. 719-729 More about this Journal
Abstract
This study identified factors for purchase motives in regards to the latest trendy color bags as well as ascertained the structural relations of purchasing behavior in regards to purchase motives, purchase type, satisfaction, and repurchase intention. Other purposes examined the differences in purchase motivations, purchase types, satisfaction, and repurchase intention according to consumer characteristics, and provided strategic information on women's bag manufacturers and retailers. A random sampling method collected data based on a survey of Korean women between the ages of 20 and 59 who had purchased the latest trendy color bag. A questionnaire developed by the researcher was distributed to 450 women in 2013. We analyzed 433 questionnaires using the SPSS 18.0 program and AMOS 18.0 program. The summarization of the findings are as follows. First, purchase motives for the latest trendy color bags were classified into 5 factors: awareness-symbolicity, practicality, aesthetic, harmony, and fashionability. Second, aesthetic and harmony showed significant influenceson planned purchases due to an analysis of structural relations between purchase motives for the latest trendy color bags and type of purchase; in addition, awareness-symbolicity, aesthetic and fashionability significantly influenced unplanned purchases. Third, there was no significant influence for planned purchases on satisfaction; however, unplanned purchases showed a significant.
Keywords
the latest trendy color; purchase motive; purchase type; satisfaction; repurchase intention;
Citations & Related Records
Times Cited By KSCI : 11  (Citation Analysis)
연도 인용수 순위
1 Cho, Y. R. (2011). The effect of gemstone colors on the purchasing intentions in the Korean jewelry industry. Unpublished master's thesis, Kyonggi University, Seoul.
2 Bang, S. K. (2003). A study on fashion accessory consumer's purchasing behavior : Focusing on women's shoes and handbag. Unpublished master's thesis, Ewha Womans University, Seoul.
3 Birren, F. (1956). Selling color to people: a book on how to sell color in commercial products and advertising to the American public. New York: University Books.
4 Cha, J. (2001). Planned and unplanned apparel purchase typology and related variable. Unpublished master's thesis, Seoul National University, Seoul.
5 Chung, S. J. (2013). Effects of self-esteem and body satisfaction of middle-aged women on their clothing satisfaction and clothing selection criteria. Fashion & Textile Research Journal, 15(1), 84-94. doi: 10.5805/SFTI.2013.15.1.084   과학기술학회마을   DOI   ScienceOn
6 Kim, M. R. (2005). The effect on consumer behavior to purchase clothing through VMD components and consumer's attitude in fashion shop. Unpublished master's thesis, Chungang University, Seoul.
7 Kim, S. H. (2013, June 24). This summer's smart energy, 'colorful bag styling'. XportsMedia. Retrieved Agust 4, 2014, from http://www.xportsnews.com/?ac=article_view&entry_id=351012.
8 Ko, S. Y. (1993). Study on the impulse buying of clothing products. Unpublished master's thesis, Seoul National University, Seoul.
9 Koo, I. S. (2008). A study on the wearing pattern and design preference of handbag for career women. Journal of Fashion Business, 12(4), 1-14.
10 Lee, J. (2011). The influence of color communication on customers' purchasing intentions-Based on cars. Industrial Economic Research, 24(6), 3957-3969.
11 Lee, M. H. (2008). Knitwear purchase motives and consumer satisfaction. Journal of the Korean Society of Costume, 8(8), 158-169.
12 Lee, M. H., & Kim, M. Y. (2003). The differences in color preference and possession of apparel color preference by influential factors-Focusing on fashion involvement, age, body size, and bodycathexis. Journal of the Korean Society of Clothing and Textile, 27(2), 188-199.
13 Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(July), 20-38.
14 Moon, S. K. (2001). A study on the inter-relation of a color of goods & purchasing. Research Bulletin of Package Culture Design, 10, 183-198.
15 Park, J. H., & Lee, S. J. (2002). The effects of twenties women's fashion color reception on clothing purchase. Journal of the Korean Society of Costume, 52(5), 1-13.
16 Choi, J. W., & Chang, M. S. (2010). A study on conspicuous consumption and the purchasing motives, selection criteria, satisfaction of collaborated fashion products. Journal of the Korean Society of Clothing and Textiles, 34(4), 628-641.   DOI   ScienceOn
17 Chang, M. S. (2011). A study on selection criteria for purchasing designer shoe brands according to fashion leadership of women in their 20's and 30's. Journal of Fashion Business, 15(2), 71-85.
18 Baek, S. W. (1990). A study 'The color preference of womenkind's clothes'. Unpublished master's thesis, Sookmyung Women's University, Seoul.
19 Bellizzi, J. A., Crowley, A. E., & Hasty, R. W. (1983). The effect of color in store design. Journal of Retailing, 59(1), 21-45.
20 Choi, M. S., & Kim, K. H. (2005). A study on symbolic color shown from the luxury brand products : Based on luxury brand hand bag. Journal of the Design Reserch Institute of Kyunghee University, 8(2), 7-13.
21 David, D. K., & Wilton, P. C. (1998). Models of consumer satisfaction: An extention. Journal of Marketing Research, 25(May), 201-212.
22 Elliot, A. J., Maier, M. A., Moller, A. C., Friedman, R., & Meinhardt, J. (2007). Color and psychological functioning: The effect of red on performance attainment. Journal of Experimental Psychology: General, 136(1), 154-168.   DOI
23 Jang, G. Y. (2010). A color planning on working clothing for machinery automobile shipbuilding companies considered function & effect of colors. Unpublished master's thesis, Changwon National University, Changwon.
24 Han, S. S. (2005). The influential factors on the repurchase intention of fashion counterfeit. Unpublished master's thesis, Chungang University, Seoul.
25 Ru, S. Y. (2003). The effect VMD by the department store on clothing purchase behavior. Unpublished master's thesis, Sookmyung Women's University, Seoul.
26 Oliver, R. L. (1981). Measurement and evaluation of satisfaction process in retail setting. Journal of Retailing, 57(Fall), 25-48.
27 Park, G. J., & Yoo, T. S. (2009). Relationship between fashion product attributes, product satisfaction and repurchase intention for schoolbags-Focusing on middle and high school students in Daegu and GyeongJu. Journal of the Korean Society of Costume, 59(6), 16-28.
28 Park, H. H., Ku, Y. S., & Koo, D. M. (2006). Influence of consumer's shopping value on fashion product attribute evaluation and repurchase intention-Focused on casual wear purchase of university students-. Korean Strategic Marketing Association, 14(3), 81-106.
29 Shin, M. H. (2011). The influence of fast fashion value on commitment and repurchase intentions. Korea Journal of Business Administration, 24(6), 3505-3523.
30 Shin, N. Y. (2013). Shopping motives, information search, and purchase preference of teenage internet consumers for fashion accessory. Unpublished master's thesis, Chungang University, Seoul.
31 Shin, Y. H. (2001). A study on the interrelations between lifestyle changes and fashion color Coordination-with women's fashion in the 90's-. Unpublished master's thesis, Hansung University, Seoul.
32 Yeo, E. J., & Rhee, U. S. (1996). A study of post-purchase clothing evaluative criteria: The relationships among clothing satisfaction, brand attitude, repurchase intention. Journal of the Korean Society of Clothing and Textiles, 20(6), 1027-1038.
33 Jin, H. J., & Rhee, E. Y. (2009). The decision making process of unplanned purchases of clothing based on need recognition and cognitive efforts. Journal of the Korean Society of Clothing and Textiles, 33(10), 1601-1610.   DOI
34 Hausman, A. (2000). A multi-method investigation of consumer motivation in impulse buying behavior. Journal of Consumer Marketing, 17(5), 403-415.   DOI   ScienceOn
35 Iyer, E. S. (1989). Unplanned purchasing: Knowledge of shopping environment and time pressure. Journal of Retailing, 65(1), 40-57.
36 Je, E. S. (2011). Study on the clothing selection criteria and purchasing satisfaction according to the outdoor wear benefit. Journal of Fashion Business, 16(4), 1-12.
37 Kim, H. J. (2007). A study of self-justification mechanisms on consumers' impulsive purchase. Unpublished master's thesis, Seoul National University, Seoul.
38 Kim, H. S. (2002). Color analysis for data control of make-up color trends. Journal of the Korean Society of Fashion and Textile Industry, 4(2), 107-110.
39 Kim, J. S., Lee, H. S., Kim, K. E., & Han, N. R. (2006). A study on impression of wearers and a preferenced color from fashion color. Chungnam National University of Human Ecology, 19(1), 15-28.
40 Kim, J. W. (2000). Influences of shopping value, store attributes, and task situation on clothing purchasing behavior. Unpublished master's thesis, Kyungsung University, Busan.
41 Koh, K. H., & Na, Y. J. (2008). Investigation on the purchasing criteria and discomfort of school backpack for adolescents. Journal of the Korean Society of Clothing and Textiles, 32(8), 1179-1189.   DOI
42 Yi, Y. J. (2000). Overall consideration about consumer satisfaction studies. Korean Society of Consumer Studies, 11(2), 139-166.