Market Segmentation and Purchase Behavior for Consumers Purchasing Korean Cultural Fashion Items - Focused on Inbound Japanese Tourists -

한국패션문화상품 소비자에 대한 시장세분화와 구매행동연구 - 방한 일본관광객을 중심으로 -

  • Lee, Jin-Hwa (Dept. of Clothing & Textiles, Pusan National University)
  • Received : 2006.02.18
  • Published : 2006.08.31


The purpose of this study was 1) to segment the market of inbound Japanese tourists based on the importance of tour activity that tourists perceived and 2) to examine the behavior of each segmentation purchasing cultural fashion items in Korea. Data were collected using a self-administered questionnaire survey in Seoul. Clustering analysis, Chisquare, and ANOVA test were used to conduct the data analysis on 288 out of 400 questionnaires. The inbound Japanese tourists market was segmented into 3 groups; culture oriented group, shopping oriented group, and multi-activity group. Three groups were significantly different in terms of age, income, purchase amount, purchase criteria, and degree of shopping satisfaction. Marketing strategies for segmented markets were discussed.


Supported by : 부산대학교


  1. 김현지 (2004) 부산시 방문 일본인 관광객의 추구편익에 따른 시장 세분화. 관광 . 레저연구, 16(3), 83-100
  2. 한국관광공사 (1983-1997) 외래객여론조사
  3. 한국관광공사 시장조사부 (1998) 쇼핑관광 활성화를 위한 방안
  4. Anderson, L.F. and Littrell, M.A. (1996) Group profiler of women as tourists and purchaser of souvenirs. Family and Consumer Science Research Journal, 25, 28-56
  5. 황진수 (2004) 의사결정나무분석방법을 이용한 방한 일본인 쇼핑관광객의 상품구매행동의 특성에 관한 연구, 세종대학교 대학원 석사학위논문
  6. Kozak, M. (2002) Comparative analysis of tourist motivations by nationality and destinations. Tourism Management, 23, 221-232
  7. 서철현 . 조지현 (2002) 방한 외래관광객의 의류상품 구매동기와 구매행동에 관한 실증적 연구. 한국생활과학회지, 11(4), 367-380
  8. 이종철 (2004) 일본관광객의 한국방문 추세분석 -관광상품 및 정책 개발에 주는 시사점- 한양대학교 국제관광대학원 석사학위논문
  9. 오수경 (1996) 관광시장 세분화변수들의 효용성 비교연구: 사회인구학적, 싸이코그래픽, 추구편익세분변수를 중심으로. Journal of Tourism Systems and Quality Management, 2(1), 37-58
  10. Heung, S. and Cheng, S. (2000) Assessing tourists' satisfaction with shopping in a Hong Kong special administrative region of China. Journal of Travel Research, 38, 396-404
  11. 한국관광공사 (1998-2004) 외국관광객실태조사