• 복식문화연구
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• 제11권4호
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• pp.474-486
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• 2003

The purpose of this study is to investigate on the shopping orientation and the importance of store attributes of luxury brand consumer. A questionnaire survey was administered to 350 female consumers over twenties who live in Seoul metropolitan area and Kyung-ki area. 324 data were analyzed by factor analysis, chi-square, ANOV A, correlation, and t-test. The results were as follows. 1) As a result of factor analysis, five dimensions were identified for shopping orientation: pursuit of ostentation and fashion, pursuit of pleasure, pursuit of economy, pursuit of personality, and pursuit of store convenience. 2) According to the factor analysis, the importance of store attributes were categorized in three factors: product and store service-conscious, price-conscious, and buying convenience-conscious. 3) Regarding the relation between shopping orientation and importance of store attributes, significant differences were found. 4) There were significant differences in according to demographic variables in terms of shopping orientation and importance of store attributes and store patronage.

• 한국의류학회지
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• 제26권8호
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• pp.1128-1140
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• 2002

As consumers' alternatives in fashion store selection increase, they select different store types to purchase different product types. Therefore, the probability of patronage mix behavior according to product type increases. Understanding consumers patronage mix behavior, finding out the determinant attributes of fashion stores for each product type are important to retailers and marketers for building a successful merchandising and marketing strategies. Most of the previous researches in store selection and patronage assume consumer behavior as single store patronage, and thus relatively little is known about patronage mix behavior. Also, little attention has been given to product characteristics as an important variable in store patronage behavior. The purposes of this study were to determine the effects of product characteristics in consumers patronage mix behavior. In this study, a theoretical model including product characteristics as an intervening variable between store attributes and patronage behavior was developed. A Questionnaire was developed and data were collected form 464 adult women living in Seoul area in Korea. Factor analysis, paired t-test, ANOVA, Duncan test and discriminant analysis were employed to analyze the data. As a result, the suggested model was partially verified. First, the product characteristic was found to have an effect on perceived importance of store attributes and on determinant attributes of stores. Consumers were found to use different evaluative criteria for store attributes when they purchase different product types. Second, the perceived importance of store attributes was determined by consumer characteristics as well as product characteristics. Third, the determinant attributes in store selection were affected not only by the perceived importance of store attributes but also by the type of product to be purchased.

• 복식문화연구
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• 제16권3호
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• pp.574-587
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• 2008

The purposes of this study were to classify shopper types by high-school girls' purchasing motivations of color cosmetics and to examine the effects of store evaluative criteria and information sources on store patronage behaviors. A questionnaire was developed based on the previous studies and was administrated to 534 high-school girls living in Busan High school girls were pursuing to cover and white their faces by using color cosmetics. The data was analyzed by factor analysis, chi-square test, cluster analysis, ANOVA, Duncantest, and regression analysis using SPSS 12.0. The results showed that they were classified Covering/whitening pursuing groups, Beauty pursuing groups, and Curiosity/conformity pursuing groups by their purchasing motivations of color cosmetics. High school are girls pursuing to cover and white their faces by using color cosmetics, and are were likely to visit low price specialty stores. This is influenced by their experiences and information from their friends or families. Girls using color cosmetics from their curiosity or conformity were likely to shop in low price specialty stores with a good layout and kind salespersons, while they were likely to use general specialty stores when they wanted to exchange and test cosmetics. These findings may provide useful implications for researchers and marketers related to color cosmetics markets of high school girls.

• 대한가정학회지
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• 제43권4호
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• pp.65-78
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• 2005

The purpose of this research was to investigate the effect of the desired sportswear benefits on the sportswear image preferences and store patronage according to store type. The subjects were 773 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, multiple regression, and t-test. The results showed that there were five desired sportswear benefits: figure compensation, status ostentation, comfort, individuality, and youth-orientation. Sportswear image preferences consisted of four factors: innovative, luxurious, simple, and active. Store patronage encompassed department store, franchise store, discount store, wholesale store, internet, TV home shopping, and catalogue. Statistical analysis showed that there were significant effects of desired sportswear benefits on sportswear image preferences and store patronage. For example, the more consumers desired figure compensation/sex appeal benefits from sportswear, the more they preferred innovative, luxurious, and active sportswear images and the stronger was their patronage of department stores. The study also showed differences between male and female consumers in regard to sportwear benefits sought and store image preferences. The implications of the research were discussed.

• 복식
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• 제63권7호
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• pp.17-30
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• 2013

An understanding of store patronage behavior is a critical issue for retail managers, especially when it comes to a new kind of retail store, as it enables them to identify and target potential customers. Reflecting this managerial need, this study is focused on the fashion multi-brand shop, specifically investigating its store attributes, customers' shopping orientation, and store patronage. Accepting the shifting marketing paradigm from 4P's marketing mix to 7P's marketing mix, the 7P's marketing mix is employed in this study to measure the store attributes, including people(sales oriented and customer oriented), price, place, promotion, physical environment, process, and product. The store attributes significantly influencing patronization are found as customer oriented sales people, product, physical environment, and process. The shopping orientations of the customers, 222 female adults aged from 20s to 40s are found as ostentatious, pleasant, fashion pursuant, rational, and addictive. The consumers who are ostentatious, pleasant, and fashion pursuant are highly likely to be patronize to the fashion multi-brand shops.

• 한국의류학회지
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• 제28권1호
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• pp.12-21
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• 2004

The purposes of this research were (1) to identify service quality and apparel quality in apparel stores, (2) to examine the influence of service quality, product quality and price on customer satisfaction, (3) to examine the influence of service quality, product quality, price and customer satisfaction on repurchase intention that is important feature of store patronage. The data was collected from 435 female students, career women, and house wives using questionnaire and analyzed by frequency analysis, factor analysis, reliability analysis and regression. The results of this research were as follows: (1) Service quality in apparel stores was divided into six factors: facilities and policy/ salesperson VMD/ after service/ impression and atmosphere/ promotion. (2) Product quality was divided into four factors: objective feature/ expressive feature/ wearing sensation/ fitness. (3) Service quality, product quality, price influenced customer satisfaction. (4) Product quality, price and customer satisfaction influenced repurchase intention directly, but service quality influenced repurchase intention indirectly. (5) Service quality factors that influenced customer to have repurchase intention were facilities and policy, salesperson, and VMD. (6) Product quality factors that influenced customer to have repurchase intention were objective feature and wearing sensation.

• 마케팅과학연구
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• 제8권
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• pp.89-110
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• 2001

본 연구는 의류점포 유형별 점포애고행동에 대한 소비자 특성 및 관련 변인들의 관계를 알아봄으로써 관련 업체들의 효율적 마케팅 전략수립에 기여하고자 하는데 그 목적이 있다. 이를 위해 부산시내 거주하는 성인여성들을 대상으로 설문지를 이용하여 자료를 분석한 결 과 의류점포에 대한 애고행동으로 점포를 유형화하여 5개 유형이 분류되었으며 의류점포유 형에 따라 애고행동에 직접적으로 영향을 미치는 소비자 특성 및 관련변인들이 다르다는 것을 알 수 있었다.

• 한국의류산업학회지
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• 제15권1호
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• pp.46-56
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• 2013

This study categorizes online fashion shopping malls according to consumer store patronage behavior as well as classifies consumer groups by online shopping mall patronage to understand the unique characteristics in each phases of purchase. A quantitative survey was conducted using 487 questionnaires from women in their 20s and 30s. The data were analyzed using frequency analysis, cross-tabulations, factor analysis, T-test, ANOVA, cluster analysis, and ${\chi}^2$-test. The findings of this study are as follows. First, online shopping malls were classified into three types of 'integrated mall', 'open market' and 'specialized fashion mall'. Second, based on one of the three types of categorization consumer groups patronizing each type turned out as follows: integrated mall patrons (141, 28.95%), open market patrons (226, 46.41%) and the specialized mall patrons (119, 24.64%). Third, the characteristics of each group had significant differences according to clothing shopping orientation, information search, shopping mall behavior, spending on online shopping, and e-loyalty.

• 한국정보통신학회논문지
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• 제18권4호
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• pp.965-972
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• 2014

점포 내 혼잡성이 점포태도와 행동의도에 어떠한 영향을 미치는지 조사하고 점포태도 형성 과정에서 나타나는 소비자동조성의 조절적 영향력을 분석하는데 그 목적이 있다. 점포혼잡도 요인으로 사회적 혼잡성과 공간적 혼잡성으로, 행동요인은 구전의도와 재방문의도를, 소비자동조성은 높은집단과 낮은집단으로 제시하였다. 사회적 혼잡성은 점포태도에 유의한 정(+)의 영향을 미치는 것으로 나타났으나, 공간적 혼잡성은 유의하지 못하였다. 행동의도 중 재방문의도는 통계적으로 유의한 관계가 있는 것으로 나타났으나, 구전의도는 유의한 영향관계가 없는 것으로 나타났다. 소비자동조성의 조절효과를 살펴 본 결과 소비자동조성이 높은 집단은 사회적 혼잡성에 큰 영향을 미치는 것으로 나타났으며, 공간적 혼잡성에서 낮은 영향을 미치는 것으로 나타났다.

• 한국의류학회지
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• 제26권9호
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• pp.1320-1330
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• 2002

The purpose of this study was to classify Y generation according to Hip Hop mania elements and to investigate the differences in psychological characteristics (self-consciousness, egocentrism) and buying behavior of Hip Hop fashion among the classified groups. The subjects were 500 middle and high school students living in Seoul and Kyonggi area.46g data were analysed using cluster analysis, ANOVA and Duncan's multiple range test. The results were as (follows : As a result of classifying Y generation with Hip Hop mania element including behavior and attitude aspect they were classified into three groups; Hip Hop mania group, Hip Hop interesting group, Hip Hop uninterested group. Among groups there were significant differences in public and private self-consciousness, self-centeredness, evaluative criteria of Hip Hop fashion, information sources and clothing store patronage. Hip Hop Mania group showed significantly higher level in both public and private self-consciousness, thus the members of the group were so egocentric in their thinking and behavior. When they purchased Hip Hop fashion, they regarded both aesthetic appreciation and practicality as import information.