A Study on Consumer Shopping Orientations of Non-store Shoppers

의류상품(衣類商品) 구매시(購買時) 쇼핑성향(性向)과 통신판매(通信販買)를 통(通)한 구매행동(購買行動) 관(關) 연구(硏究)

The purpose of the study was to investigate customer shopping orientations of non-store shoppers and identify differences shopping orientations among groups determined by amount and frequency of purchase by various direct marketing media. The subjects were male and female consumers who aged over twenty and resided in Seoul, Kungki or Masan area. A questionnaire was developed by the researchers, and distributed to 770 people. A sample of 747 consumers responded to the questionnaire, and 732 questionnaires were used for analysis. Frequency count and percentage, factor analysis, analysis of variance (ANOVA) and Tukey's test were used for statistical analysis. Consumer shopping orientations were classified into 4 factors: pleasure, economy/value, and convenience I & II. Among groups of heavy shoppers, light shoppers, and non-shoppers, there were significant differences in their shopping orientations. Also, within groups, there were significant differences among their shopping orientation factors. All three groups had significantly stronger orientation toward convenience I than pleasure and convenience II. Also, within other purchase groups (fashion-good purchasers, other-good purchasers, and non-purchasers) showed the same shopping orientations as the former groups. On the basis of the above results, this study is expected to be useful for catalog retailers to develope effective marketing strategies and provide their customers new buying motives.