A Study on the Apparel Store Patronage Behavior and Relevant Factors(I) - Focusing on Shopping Orientations of Female College Students and Store Attributes -

서울시내(市內) 여대생(女大生)의 패션점포(店輔) 애고행동(愛顧行動)에 관(關)한 연구(硏究)(I) - 쇼핑성향(性向)과 점포속성(店鋪屬性)을 중심으로 -

Fashion store patronage behavior can be observed when consumer's desires and expectations are fulfilled. Thus, in order to achieve successful business in sales, a retailer must continually analyze why target consumers choose particular stores and patronize them. This study identified the relevant factors of the patronage behavior of female college students residing in Seoul. Thus, this study can achieve Its goal of enabling retailers to predict shopping orientations and emphasis on store attributes, so that help retailer to establish new positions of their shops to differentiate them from others and, also, to reposition existing stores. The aims of this study were as follows; First, identify the classification of stores that female college students in Seoul patronize. Second, classify the female students' shopping orientations, emphasizing store attributes, and identify relationships between them and fashion store patronage behavior. Relationships between the factors of shopping orientations and store attributes, and patronage behavior were identified by use of Tukey's test, Duncan test, and ANOVA. As a result, it showed significant differences among patronage groups according to nearly every factor of shopping orientations and store attributes. As based on the results, this study is expected to assist that retailers can establish effective marketing strategies in order to make continuously consumers' partronage behavior of a store.