DOI QR코드

DOI QR Code

Complex Shopping Behavior of Economic Consumers - Focused on Shopping Orientation and Store Selection Criteria -

경제적 의복 소비자의 복합적 쇼핑 행동 연구 - 쇼핑 성향 및 점포 선택 기준을 중심으로 -

  • Kim, Sae-Hee (Div. of Fashion & Beauty, Busan Kyungsang College)
  • 김세희 (부산경상대학 패션뷰티계열)
  • Received : 2010.06.07
  • Accepted : 2010.07.21
  • Published : 2010.10.30

Abstract

The aim of the present study is to investigate the complex shopping behavior of clothing consumer groups classified by the level of economic shopping orientation. Using a self-administered questionnaire, 260 respondents rated their economic shopping orientation, hedonic shopping orientation, convenient shopping orientation, store selection criteria, clothing interest, gender, age, and other demographic characteristics. A total of 248 questionnaires were analyzed. The results are as follows. First, economic consumers showed more hedonic and convenient shopping orientation than uneconomic consumers. In addition, economic consumers valued various store selection criteria. These implied that economic consumers show more complex clothing shopping behavior than uneconomic consumers. Second, as the result of comparing complex shopping behavior of economic consumers and uneconomic consumers by their characteristics such as clothing interest, gender, and age, economic consumers were found to show more complex shopping behavior than uneconomic consumers regardless of the consumer characteristics. Among them, economic consumers with higher clothing interest or in adult age particularly showed more complex shopping behavior. Furthermore, economic consumers with different consumer characteristics showed quite different aspects in their complex shopping behavior. Third, uneconomic consumers showed relatively simple, impulsive, and price-apathetic shopping behavior.

Keywords

complex shopping behavior;economic shopping orientation;clothing shopping orientation;store selection criteria

References

  1. 고미경, 최경아, 정성지, 전양진. (2007). 45-64세 여성의 쇼핑 성향과 선호 매장 속성에 관한 연구. 한국의류학회지, 31(8), 1202-1210.
  2. 김민정. (2003). 의복 쇼핑 성향에 따른 남성 소비자의 정장 구매 행동 연구. 이화여자대학교 대학원 석사학위논문.
  3. 김상훈, 비즈트렌드연구회. (2009). 앞으로 3년 세계 트렌드. 서울: 한스미디어.
  4. 김세희. (2008). 선택 점포 유형에 따른 소비자 의복 쇼핑 성향 구조 차이에 관한 연구. 한국의류학회지, 32(3), 373-384. https://doi.org/10.5850/JKSCT.2008.32.3.373
  5. 김세희, 이은영. (2004). 의복 쇼핑 성향의 측정 도구 개발(제1보). 한국의류학회지, 28(9/10), 1253-1264.
  6. 김소영. (1994). 소비자의 의복 쇼핑 성향과 점포 애고 행동에 관한 연구. 서울대학교 대학원 석사학위논문.
  7. 김주현, 이은영. (2007). 의류 상품 구매 행동에 나타난 양면적 소비. 복식, 57(2), 172-189.
  8. 김주희. (2009). 의류 쇼핑 성향에 따른 선호 점포 유형과 점포 환경 인식에 관한 연구. 한국의류산업학회지, 11(5), 732-740.
  9. 김희선. (2008). 양면적 의류 소비 집단에 따른 라이프스타일과 의복 소비 가치. 건국대학교 디자인대학원 석사학위논문.
  10. 남은경. (2006). 인터넷 아동복 소비자의 쇼핑 성향에 따른 인터넷 쇼핑 태도, 인터넷 사용, 구매 행동 및 선호 디자인에 대한 연구. 한남대학교 대학원 석사학위논문.
  11. 박은희. (2009). 패션 제품 소비자의 양면성 연구. 경북대학교 대학원 박사학위논문.
  12. 박혜정, 신은주, 정혜영. (2004). 대학생의 의류 쇼핑 성향과 청바지 구매시 점포 선택. 한국의류학회지, 28(5), 547-558.
  13. 이영미, 이옥희. (2003). 직장 여성의 쇼핑 성향에 따른 의복 구매 동기와 제품 평가 기준에 관한 연구. 복식문화학회지, 11(2), 193-207.
  14. 이옥희, 김경희, 최미현. (2002). 쇼핑 성향에 따른 니트 웨어 구매 행동에 관한 연구. 복식문화학회지, 10(4), 364-376.
  15. 임경복. (2006). 거주지별 쇼핑 성향이 의복 구매 행동에 미치는 영향. 복식문화학회지, 14(3), 366-380.
  16. 최순화, 이민훈, 이동훈. (2002, 9. 24). 소비 시장의 양면성. 삼성경제연구소. 자료검색일 2010, 3. 10, 자료출처 http://www.seri.org
  17. 하수진. (2003). 해외 패션 명품 소비자의 세분화 및 양면적 소비 행동 연구. 서울대학교 대학원 석사학위논문.
  18. 황민우. (2005). 소비 양면성에 대한 관여도 유형의 조절 역할에 관한 연구. 광고연구, 67, 161-184.
  19. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. https://doi.org/10.1086/209376
  20. Bellenger, D. N., & Korgaonkar, P. K. (1980). Profiling the recreational shopper. Journal of Retailing, 56(3), 77-92.
  21. Brown, M. (2000). An investigation of the relationship between consumer shopping orientation and online purchase behaviour. Proceedings of the American Society of Business and Behavioral Sciences, 7(4), 59-64.
  22. Davis, F. (1992). Fashion, culture, and identity. Chicago: The University of Chicago Press.
  23. Gehrt, K. C., Alpander, G. G., & Lawson, D. A. (1992). A factor analysis examination of catalog shopping orientations in France. Journal of Euromarketing, 2(2), 49-69. https://doi.org/10.1300/J037v02n02_05
  24. Gutman, J., & Mills, M. K. (1982). Fashion life style, self concept, shopping orientation and store patronage: An integrated analysis. Journal of Retailing, 58(2), 64-86.
  25. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods, and propositions. Journal of Marketing, 46(1), 92-101.
  26. Howell, R. D. (1979). A multivariate examination of a patronage model: The impact of values and life styles on shopping orientations. Unpublished doctorial dissertation, University of Arkansas, Fayetteville.
  27. Lumpkin, J. R. (1985). Shopping orientation: Segmentation of the elderly consumers. Journal of the Academy of Marketing Science, 13(2), 139-151.
  28. Otnes, C., Lowrey, T. M., & Shrum, L. J. (1997). Toward an understanding of consumer ambivalence. Journal of Consumer Research, 24(1), 80-93. https://doi.org/10.1086/209495
  29. Scarpi, D. (2006). Fashion stores between fun and usefulness. Journal of Fashion Marketing and Management, 10(1), 7-24. https://doi.org/10.1108/13612020610651097
  30. Schehorn, G., Reisch, L. A., & Raab, G. (1990). Addictive buying in West Germany: An empirical study. Journal of Consumer Policy, 13(3), 355-387. https://doi.org/10.1007/BF00412336
  31. Shim, S., & Kotsiopulos, A. (1992). Patronage behavior of apparel shopping: Part I. Shopping orientations, store attributes, information source, and personal characteristics. Clothing and Textiles Research Journal, 10(2), 48-57. https://doi.org/10.1177/0887302X9201000208
  32. Shim, S., & Kotsiopulos, A. (1993). A typology of apparel shopping orientation segments among female consumers. Clothing and Textiles Research Journal, 12(1), 73-85. https://doi.org/10.1177/0887302X9301200110
  33. Stone, G. P. (1954). City and urban identification: Observations on the social psychology of city life. American Journal of Society, 60(1), 36-45. https://doi.org/10.1086/221483
  34. Visser, E. M., & Preez, R. (2001). Apparel shopping orientation: Two decades of research. Journal of Family Ecology and Consumer Sciences, 29, 72-81.

Cited by

  1. Influence of Shopping Orientation of Female Consumers in Their 20s and 30s on Motivation for Brand-Switching in Purchasing Cosmeceuticals -Focusing on Whitening, Sunscreen, and Anti-Aging Treatments- vol.37, pp.3, 2013, https://doi.org/10.5850/JKSCT.2013.37.3.334
  2. The Effect of Ambivalent Fashion Consuming Tendency on Continuous Information Search and Fashion Store Selection vol.24, pp.4, 2015, https://doi.org/10.5934/kjhe.2015.24.4.571
  3. Study on the Preferred Store Type and Store Choice Properties of Clothing Shopping Consumers Based on the AHP Method vol.36, pp.2, 2012, https://doi.org/10.5850/JKSCT.2012.36.2.138
  4. The Influences of Shopping Orientation on Selection Criteria, Attitudes, and Preference of Collaborated Fashion Products vol.14, pp.4, 2012, https://doi.org/10.5805/KSCI.2012.14.4.567