패션전문점(專門店)에 대한 소비자(消費者)의 애고동기(愛顧動機)와 구매행동(購買行動)에 관(關)한 연구(硏究) - 패션전문점(專門店) 신용(信用)카드를 소유(所有)한 20대 여성(女性)을 중심(中心)으로 -

A Study on Customer Patronage Motives of Females Aged 20 to 29 for Fashion Specialty Stores and Purchasing Behavior - Focusing on Fashion Specialty Store Charge Card Owners -

The purpose of the study was to identify customer patronage motives of female aged 20 to 29 for fashion specialty stores and purchasing behavior and make comparison of patronage motives and purchasing behavior according to patronage groups as determined by level of patronizing fashion specialty stores. The subjects were females aged 20 to 29, owned at least one fashion speciality store charge card, and resided in Seoul. A questionnaire was developed by the researcher and distributed to 450 females. A sample of 409 females responded to the questionnaire. Frequency count and percentage, factor analysis, Analysis of Variance (ANOVA) and Tukey's test were used for statistical analysis. The respondents were classified into three groups (high, middle, low patronage groups) according to the level of patronizing fashion specialty stores. In patronage motives, the high patronage group rated store attributes, service and merchandise assortment important. The middle patronage group considered merchandise assortment and convenience of shopping and payment important. The low patronage group regarded service important. In buying behavior, the high patronage group showed a strong orientation of planned purchase and impulse buying by merchandise. The middle patronage group had significantly a strong orientation of impulse buying by sales promotion. The low patronage group showed a strong orientation of planned purchase.