• 한국의류산업학회지
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• 제5권5호
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• pp.495-502
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• 2003

This study aims to investigate the relationships among sensation seeking tendency and shopping orientation and the preferences of fashion styles of female college students. The sensation seeking was found related with shopping orientation, and style preference. 'Seeking change' tendency and 'seeking unusual sensation' are related to 'hedonic shopping orientation', while 'seeking adventure/satisfying curiosity' is related to 'impulsive shopping orientation'. As 'seeking adventure/satisfying curiosity' increased, the preference of 'vivid character style' increased. The cross-effect of seeking sensation and shopping orientation affected style preference. Allowance and residential location affected the seeking sensation, shopping orientation and preference styles, while monthly spending on clothing and residential type affected shopping orientation only. The students with large allowance showed high 'seeking adventure/satisfying curiosity', high 'brand loyalty and impulsive' shopping orientation, and high preference in 'accessory and conspicuous style'. The students residing in Inchon showed high 'seeking unusual sensation', and 'practical shopping orientation', and low 'accessory and conspicuous style' than Seoul students.

• 대한가정학회지
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• 제48권1호
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• pp.27-40
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• 2010

The objectives of this study were to investigate differences in shopping style and consumption value of apparel product type, and to establish the effects of consumption value on shopping style. A questionnaire was used to collect data from 263 women aged between 20 to 49 in Gwangju on their shopping style and consumption value according to formal and casual product type. Collected data were subjected to frequency analysis, factor analysis, ANOVA, t-test and multiple regression analysis using statistical program SPSS(version 17.0). Results showed that shopping style could be influenced by six factors: fashion-recreational, quality-brand, impulsive, confused, brand-loyal, and price conscious consumer. Clothing consumption value was influenced by five factors: emotional, functional, epistemic, social, and situational value. Shopping style and clothing consumption value were significantly different between a formal product purchaser and a casual product purchaser. Consumption value had a significant influence on shopping style of the formal product purchaser and also the casual product purchaser.

• 복식문화연구
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• 제8권6호
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• pp.842-852
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• 2000

The purpose of this study was to classify consumer groups according to the life style dimensions and to analyze conspicuous consumption, clothing shopping motives among consumer groups, and also to clarify relationships between demographic variables and the life style, conspicuous consumption, clothing shopping motives. The subjects were 329 women in their twenties living in Seoul. For data analysis, mean, factor analysis, cluster analysis, t-test, ANOVA, Duncan test were conducted. The results were as follows ; First, consumer groups were classified into the following five subdivisions : passive group, appearance consideration/self-realization group, appearance indifference group, family oriented/economic group, achievement oriented/active group. Second, the significant differences among the classified life style groups were found in conspicuous consumption and clothing shopping motives. Third, there were significant differences in life style, conspicuous consumption, clothing shopping motives according to demographic variables like age, occupation.

• 한국의류산업학회지
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• 제6권2호
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• pp.184-194
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• 2004

The purpose of this study was to understand the relationship between life style that a consumer is pursuing and purchasing frequency among the purchasing behaviors in internet shopping mall. As a result, the factors of life style with respect to purchasing attitude of the consumer were categorized into 'price advising type', 'price-quality identifying recognition type', 'brand-oriented type', 'shopping time-effort non-investment type', and 'price-quality comparing type'. It showed that there was a close relationship between the life style and the purchasing frequency in internet shopping mall and that there was a significant influence between the life style and the purchasing frequency. The result of this study indicated that the relationship between the life style and purchasing frequency in internet shopping mall was actualized by measuring the purchasing inclination of the consumer under various situations of psychologically descriptive characteristics and desire and simulation. Therefore, this fact suggests that it is very important to measure the accurate purchasing attitude of its consumer when setting up the marketing strategy of internet shopping mall.

• 한국의류학회지
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• 제26권11호
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• pp.1593-1604
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• 2002

The purpose of the study were to find how the trend had an effect on a buying motivation, a selecting standard, a frequency of use, a purchase place of cosmetics, makeup and the distinctive quality of social strata of regarding a clothing shopping orientation. The subjects of investigation were the women in twenties who live in Seoul and Chonnam province. This study had been done from May to July 2001, and 660 questionnaires were used for analysis. The measuring tools used were the items of matters of preceding studies and developed ones by researchers on which questionnaires were prepared. Factor and cluster analysis and Duncan's multiple range test, ANOVA, x$^2$-test, frequency, and percentage as analysis methods were used through SPSS. The results of the study were as follows. The clothing shopping orientation divided five shopping orientations such as ostentatious style, enjoyable style, economical style, and prudent style, and an attachment style for special brands and shops. On the basis of this result, the groups 20's females were classified into low groups by the cluster analysis; economical shopping group, indifferent shopping group, conspicuous shopping group, and recreational shopping group. In the case of cosmetics purchasing motives, evaluation criteria of cosmetics, stores selection criteria were found according to shopping orientation subdivision, and there was the significant difference between the groups in frequency of use, a purchase place of cosmetics.

• 복식문화연구
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• 제9권4호
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• pp.602-615
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• 2001

The purpose of this study was to investigate the relationships between life style and clothing purchase intention and purchase criteria in internet shopping-mall of male and female consumers. The subjects were 275 internet users (male: 164, female: 111). The results of the study were as follows. Five factors of life style derived by factor analysis:'Digital Orientation','Economy Orientation','Positive Activity','Fun Orientation', and'Home Orientation'. The dress types to be based on the purchase intention in internet shopping-mall was classified into four dimensions by factor analysis: Casual Wears & Single Item Clothes','Formal Wears','Miscellaneous Goods', and'Underwears ＆ Night Clothes'. Internet users showed relatively high purchase intention in casual wears & single item clothes and miscellaneous goods. Clothing purchase intention in internet shopping correlated significantly with home orientation in males, and with digital orientation in females. Subjects high in fun orientation placed importance on design as clothing purchase criteria. Males high in positive activity placed importance on price, color, sewing, brand, and wearing appearance. Females high in digital orientation believed design, color, material, refundment condition, and fashionability were important as purchase criteria. The level of digital orientation of dress purchasers in internet shopping-mall was higher than that of non-purchasers in case of males, and that of fun orientation was higher than that of non-purchasers in case of females. The present findings suggest that life style such as digital orientation and home orientation appeared to be important in predicting the clothing purchase intention in internet shopping mall.

• 복식문화연구
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• 제9권3호
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• pp.343-356
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• 2001

The purpose of this was to classify consumer groups according to the life styles and analyze buying intention and evaluation criteria of apparel product, opinion to 4p\`s aspect among consumer groups. And it was to clarify relationships between the experience of CATV home shopping and buying intention and evaluation criteria of apparel product, opinion to 4p\`s aspect. The subjects of this study were 270 women living in Chonbuk and Chonnam regardless their experience in CATV home shopping. For data analysis, frequency, percentage, mean, t-test, factor analysis were conducted. The results were as follows; First, the type of life style were classified into the following subdivisions: products confirmed type, price-quality regarded type, time regarded type, new product regarded type. Second, the significant differences among the classified life style groups were found in buying intention, evaluation criteria of apparel product, and opinion to 4p\`s aspect. Third, there were significant differences in buying intention, evaluation criteria of apparel product, and opinion to 4p\`s aspect according to TV home shopping experience.

• 복식문화연구
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• 제16권3호
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• pp.444-460
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• 2008

The purposes of this study were to investigate life style and various clothing purchasing behaviors of female consumers, and to analyze the differences of life style and clothing purchasing behaviors by 3 age groups(adolescence, middle age, and senescence). The subjects were 750 adult women aged from twenties to sixties who live in Daejeon and Chungnam province. The research method is a survey and research instruments consisted of life style questionnaire, clothing purchasing behaviors questionnaires, and demographic attribution. Data were analyzed by factor analysis, variance analysis, Duncan's multiple range test and $X^2$ test, using SPSS program. The research results are follows. First, 6 factors were emerged in life style(appearance-oriented, achieve-oriented, social life-oriented, economic- oriented, equality of sexes-oriented, and leisure- oriented). Second, 5 factors were emerged in shopping orientation(resonable shopping, conspicuous shopping, voluptuous shopping, devoted shopping, and convenient shopping). Third, clothing purchasing behaviors of adult women showed many differences by age groups. Adolescence women considered more criterion including design, price, and color or pattern, purchased their clothing by psychological reason such as fashion change, and used internet as important source of clothing, whereas senescence women purchased by physical reason such as body size change and functional trouble, used friend and sales person as important source of clothing, and purchased clothing at department store and old style market.

• 한국컴퓨터정보학회논문지
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• 제10권5호
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• pp.259-270
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• 2005

본 연구에서는 소비자들의 구매행태를 현장방문쇼핑과 재택쇼핑으로 대별하여 소비자들의 구매행태에 따른 구매요인별 중요도를 AHP기법을 이용하여 평가해 보고자 하였다. 이를 위하여 소비자들의 구매요인을 1단계에서는 제품관련 요인, 구매편리성에 관한 요인, 구매에 따른 소비자 위험에 관한 요인, 구매 활동시 즐거움에 관한 요인으로 분류하고, 각 요인별로 세부요인을 설정하여 총 22개의 세부요인에 대한 중요도 산출을 위하여 설문조사를 실시하였다. 본 연구에서는 응답자를 구매행태에 따라 재택쇼핑 경험이 있는 집단과 없는 집단, 재택쇼핑 경험이 많은 집단과 적은 집단, 재택쇼핑 방식으로 TV재택쇼핑 방식을 이용하는 집단과 인터넷 재택쇼핑 방식을 이용하는 집단으로 분류하여 각 집단별 구매요인의 중요도를 산출하여 실물시장과 재택쇼핑시장의 경쟁전략 수립에 지침을 제공하고자 하였다. 분석 결과 집단별로 구매요인별 중요도에 차이가 존재하는 것으로 평가되었으며, 이러한 결과는 기업의 다양한 고객요구 충족을 위한 경쟁전략 수립의 기초로서 활용되어질 수 있을 것이다.

• 대한가정학회지
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• 제33권5호
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• pp.75-88
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• 1995

The objectives of this study were to classify the contents of clothing shopping orientation, to group women into shopper types, and to examine the differences in clothing purchase criteria according to the shopper types. Samples were 335 women(20-49 years of age) in Seoul, Korea. The data were analyzed using factor analysis, cluster analysis, one-way ANOVA, Duncan's multiple range test, X2 test, paired t-test, multiple regression analysis. The results of the study were the followings. 1. Five factors of clothing shopping orientation derived by factor analysis : F.1 'impulsive shopping' ; F.2 'rational shopping' ; F.3 'independent shopping' ; F.4 'economic shopping' ; F.5 'convenient shopping'. Three shopper types were classified by cluster analysis of the 5 factors : T.1 'convenient shopper' ; T.2 'impulsive shopper' ; T.3 'rational shopper'. 2. Significant differences were found among the 3 shopper types in all clothing purchase criteria. Rational shopper perceived all purchase criteria as more important than did the other 2 types. Impulsive shopper perceived 'fashion', 'attractiveness', 'style', and 'bland' as more important than did convenient shopper. 3. Married women and unemployed women were more distributed in rational shopper, while the unmarried and the employed more in impulsive shopper. Impulsive shopper used more credit care, purchased suits and blouses at department store and brand specialty store more than did rational shopper. Rational shopper purchased at discount store and wholesale store more than did impulsive shopper. 4. Women assessed 'color and fabric design' as most important in suit and blouse purchase criteria. 'Care' was perceived more important in blouses than in suits, and the other 9 purchase criteria(fashion, attractiveness, style, color and fabric design, fabric, durability, costruction, comfort, and brand) were perceived more important in suits than in blouses. 5. Rational and economic shopping orientation scores were higher in suit purchase than in blouse, while impulsive, independent, and convenient shopping orientation scores were higher in blouse purchase. 6. Post-purchase suit satisfaction was influenced by rational shopping orientation, educational level, style, income, and comfort. The explanatory power of the 5 variables was 17.2%. Post-purchase blouse satisfaction was influenced by style, care, rational shopping orientation, and independent shopping orientation. The explanatory power of the 4 variables was 10.2%.