• 한국의류학회지
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• 제28권6호
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• pp.830-841
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• 2004

The necessity to understand shopping orientation is increasing. Yet, there has been few research that investigated the conceptual structure of clothing shopping orientation[CSO]. Therefore, the purpose of this study is to develop the conceptual structure of CSO. For that purpose, both documentary and empirical researches were conducted. The documentary research was conducted to develop a theoretical structure model as a basis for exploring the conceptual structure of CSO. The empirical research was conducted to identify and modify the theoretical model so as to develop a conceptual structure model. The data was analyzed using confirmatory factor analysis, exploratory factor analysis, and Pearson's correlation analysis. As a result, a conceptual structure model of CSO was developed. The model consisted of three hierarchical levels of dimensions; upper-dimensions, middle-dimensions and lower-dimensions. The upper-dimensions were composed of 'economic', 'hedonic', and 'convenient' dimensions. Each upper-dimension consisted of middle-dimensions and lower-dimensions. Confirmatory factor analysis was executed to assess the fitness and cross validity of the structure model.

• 한국의류학회지
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• 제28권9_10호
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• pp.1253-1264
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• 2004

The purpose of this study is to develop clothing shopping orientation[CSO] scale reflecting the conceptual structure of CSO. For this purpose, a questionnaire composed of comprehensive 85 CSO items was developed through 2-step preliminary tests. Data was collected from two samples. One sample(n=559) was for scale development and the other sample(n=235) was for cross validity test. Descriptive analysis, correlation analysis, exploratory factor analysis, regression analysis, ANOVA, and confirmatory factor analysis were used for data analysis. For each lower-dimension within the CSO conceptual structure model, 1-2 items were selected based on the quantitative and the qualitative standards. As a result, a CSO scale composed of 31 items was developed, and reliability, construct validity, cross validity, convergent validity, discriminant validity, and criterion validity of the scale were verified. This study has significance in offering the standardized scale to both the academic and the practical fields.

• 복식문화연구
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• 제14권3호
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• pp.353-365
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• 2006

Modern consumers seek various pleasure and fun through shopping. Retailing are offering apparel products with entertainment services to customers such as movie theaters, restaurants and so on. The purposes of this study was investigate the effect of entertainment service on impulse buying behavior. Data were obtained from shoppers (N=684) randomly selected department stores and shopping malls located in Seoul and Busan. They were analyzed by factor analysis, t-test and cross analysis. The results showed that entertainment service users showed likely to be more recreational orientation, to be more pleasure, and better mood in retailing environment than entertainment service non-users. That is entertainment service users were more likely to buy impulsively during shopping than entertainment service non-users. Implication and future research directions discussed.

• 복식문화연구
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• 제14권3호
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• pp.366-380
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• 2006

The purpose of this study was to examine the effect of shopping orientations on clothing purchasing behavior according to residence. The data was obtained from questionnaires filled out by 530 females living in Seoul and Jecheon. For data analysis, factor analysis, ANOVA, t-test, Cronbach's $\alpha$, Duncan's multiple range test and cluster analysis were used. For shopping orientation, five factors of orientation were found and labeled as hedonism, brand and store loyalty, conformity, economy and rationality factor. Based on five shopping orientation factors, women were classified into five clusters(self-centered and rational, recreational, economy and shopping low involvement, economical and conformative cluster). Each cluster showed significantly different clothing purchasing behaviors (problem recognition, information search and evaluative criteria) and had different demographic variables(age, income, marital status and school career). Finally, residence and shopping orientations have influenced various clothing purchasing behavior. In conclusion, residence was the important factor which influenced on shopping orientation and clothing purchasing behavior.

• 복식문화연구
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• 제10권6호
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• pp.666-679
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• 2002

The purpose of the present study was to analyze clothing shopping orientation and impulsive purchase behavior for clothing by using adolescents. Data were collected through a self-administered questionnaire survey from 680 middle and high school students living in Gangrung area from July 2 to July 6, 2001; 582 were used for the data analysis. Data were analyzed by chi-square analysis, 1-test, ANOVA, descriptive statistics, cluster analysis and Duncan's multiple range test. The results showed significant differences in clothing shopping orientation and in the impulsive shopping factors for clothing among the groups determined by demographic characteristics and, in the impulsive shopping factors for clothing among groups determined by the shopping orientation. Female students and high school students showed higher tendencies of recent experiences of impulsive buying for clothing. More thin half of the subjects tended to spend less than 30,000 won and to buy two items each time when purchasing clothing impulsively. Most students used discount shops or specialized stores fur impulsive purchase.

• 한국의류학회지
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• 제25권10호
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• pp.1719-1727
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• 2001

본 연구는 심리적으로 불안정하여 준거집단이나 사회의 영향을 민감하게 받으며, 의복과 외모에 관심이 높은 청소년을 대상으로 전통적 가치관이 무너지고 소비 지향적인 물질주의 가치관이 팽배한 사회 분위기 속에 이들의 심리적 변수인 가치관이 의복행동에 영향을 미치는 지를 알아보고자 하였다. 연구방법은 서울의 강남과 강북에 위치한 고등학교 1학년 남녀 학생 530명을 대상으로 선행연구에서 사용된 척도를 사용한 실증연구를 하였다. 자료 분석은 SPSS/PC$^{+}$프로그램을 사용하여 t-test, ANOVA, MANOVA등을 실시하였다. 연구결과, 물질주의 가치관은 청소년의 의복착용행동에 영향을 미쳐, 물질주의 가치관이 높은 청소년은 물질주의 가치관이 낮은 청소년에 비해 의복 착용시 심미성을 더 중시하고 의복에 대한 관심과 의존도가 높으며, 의복을 또래집단과 비슷하게 입으려는 동조성도 더 높았으며 의복을 통해 과시하려는 경 향도 높았다. 그러나 의복착용시 정숙성은 그리 중요하게 생각하지 않았다. 물질주의 가치관은 청소년이 의복을 구매할 때도 영향을 미쳐, 물질주의 가치관이 높은 청소년의 의복구매동기는 물질주의 가치관이 낮은 청소년에 비해 더 충동적이고 과시적이며, 유행과 개성 지향적인 것을 알 수 있었으나 실질적이거나 실용적인 구매동기는 상대적으로 약한 것으로 나타났다. 물질주의 가치관에 따라 청소년의 의복 구매시 사용하는 정보원천과 즐겨 구매하는 장소도 차이가 나타나, 물질주의 가치관이 높은 청소년이 물질주의 가치관이 낮은 청소년보다 의복 구매시 정보를 얻기 위해 더 많은 정보원천을 사용하며, 다양한 구매장소를 활용하며, 더 비싼 의류제품을, 더 자주 구매하며, 쇼핑을 위해서도 더 많은 시간을 할애하는 것으로 나타났다. 이와 같은 결과로 청소년의 물질주의 가치관은 이들의 의복관심과 의복착용 그리고 구매에 지대한 영향을 미친다는 것을 알 수 있다.

• 대한가정학회지
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• 제41권9호
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• pp.55-67
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• 2003

The purpose of this study was to find out the source of information and clothing benefits of female university students according to their shopping orientations. 340 female students living in Seoul were surveyed and the following results were found: Female students were divided into recreational shoppers and convenience shoppers according to their shopping orientations. Recreational shoppers exhibited interest in self-improvement, individuality, economy, and convenience shoppers in practicality of clothing benefits. Recreational shoppers focused higher value on gathering information than convenience shoppers and prefer information they gain in store display and mass communication media. Recreational shoppers have higher value on self-actualizing than social affiliation value. The findings indicate that shopping orientation can be used effectively to segment the female university students market and the finding of this study contribute to the development of strategies for clothing producer or retailer to provide a strong means to satisfy their shoppers' needs.

• 한국의류학회지
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• 제24권1호
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• pp.43-54
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• 2000

The purpose of this study is to help male-clothing companies in investigating male shopping orientation and information source with clothing benefits. As for the method of the research, 428 male consumers were the object for the data of this research. The major results of this study are as follows : 1. The dimensions of clothing benefits were composed of the better appearances, the social status, the personality and the comfort. The dimensions of shopping orientation were composed of pleasant, planned, loyal and individual shopping orientations. 2. The consumer with clothing benefits were classified three groups: better appearances, comfort and careless. In the consumer's classified shopping orientation the group of pursuing personality and better appearances were given higher score at each level, while careless group was given the lowest score at each level of shopping orientation. 3. In case of using information source with classified consumers, the group of personality and better appearances got information through the marketer-oriented information source and neutral information source, the group of pursuing comfort got lots of information through human information source, the group seldom used all information source.

• 한국의류학회지
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• 제28권3_4호
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• pp.472-482
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• 2004

As the sphere of consumers' shopping behavior expands, the need to understand shopping orientation also increases. Yet, there has been few research that investigated the nature of clothing shopping orientation[CSO]. Thus, more research that accounts for CSO is needed. The purpose of this study is to determine the concept of CSO. In order to study CSO, documentary research was conducted. The results of this study were as follows: In order to identify the concept of CSO, the concept of general shopping orientation was determined first. The results indicated that the general shopping orientation was a shopping specific lifestyle. Based on this, the concept of CSO was determined. Through investigating the relationship between clothing lifestyle and CSO, and comparing the general shopping orientation and CSO, the concept of CSO was ultimately determined as a clothing shopping specific life style, that is, a patternized clothing shopping aspect integrating consumer's activity, interest, and opinion relating to clothing shopping. It comprehends both behavioral and psychological aspects appearing while the clothing shopping, and before and after the clothing shopping. The results of this study would be useful to reduce the confusion between the concept of CSO and other similar concepts, and to guide valid research on CSO.

• 한국의류학회지
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• 제32권5호
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• pp.766-776
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• 2008

The purpose of this study was 1) to identify the reasons for delay of decision making and the shopping information in internet shopping, 2) to classify consumers based on the clothing benefits, 3) and to examine the differences among consumer groups in the reasons for delay of decision making and the shopping information. The data were collected from a sample of 500 internet shopper aged from 20 to 40. This study used factor analysis, multiple regression analysis, Pearson's correlation analysis, cluster analysis and ANOVA. The results showed that the reasons for delay of decision making consisted of eight factors: Performance risk, Comparison shopping, Economic shopping, Social risk, Uncertainty, Expecting of market change, Product unsatisfaction, Passive shopping. The shopping information consisted of three factors: Product variety, Product information, Additional information. Five factors of clothing benefits were Economy, Figure compensation, Social position, Individuality, and Comfort. The respondents were classified into four groups by five factors of clothing benefits; Individuality seeking group, Low-benefits seeking group, Economy seeking group, Figure compensation/comfort seeking group. There were significant differences among groups in the reasons for delay of decision making and the shopping information among groups. Therefore, marketers need to provide different shopping information for delay closure by target groups.