The Effect of The Consumers' Emotion Experienced In-Store On Clothing Shopping Behavior According to Shopping Motivation

쇼핑동기에 따른 점포내 소비자 감정이 의류제품 쇼핑행동에 미치는 영향

  • 정명선 (전남대학교 가정대학 의류학과) ;
  • 김재숙 (충남대학교 가정대학 의류학과)
  • Published : 1999.02.01

Abstract

The purposes of this study were to classify the types of consumers' emotion experienced in-store by shopping motivation and to examined the effects of store environmental factors on emotion and on shopping behavior. The questionnaires were administered to 330 women shopped in department store. Data from 299 women were analyzed by using frequency t-test and regression analysis by SPSS for windows PC program The results of this study were as follows : 1. The consumers' emotion experienced in -store were composed of five factors. But it could be divided by positive negative factors. 2. There was not significant difference in positive emotion between he Product Pu-rchasing Motive Group and the Window Shopping Motive Group. But there was significant difference n negative emotion between two groups. 3. It was found that the effect of environmental factors of apparel store on emotion was significant in both groups. Especially salespeoples' pressure significantly influenced negative emotion in both groups. 4. The emotion experienced in -store significantly influenced clothing shopping behavior.

Keywords