Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지

Female Adolescents Hedonic Shopping Orientation and Store Image as related to Store Patronage Intention

청소년기 여학생의 쾌락적 쇼핑 성향과 상점 이미지에 따른 상점 애고 행동

  • 한지혜 (연세대학교 의류환경학과) ;
  • 고애란 (연세대학교 의류환경학과)
  • Published : 2001.07.01
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Abstract

The purposes of this study were 1) to identify the effects of store image and stores entertainment environment image on attitude toward store and store patronage intention through emotions toward store, and 2) to identify the effects of sensation-seeking tendency, hedonic shopping orientation and shopping motives on store image, stores entertainment environment image, attitude toward store and store patronage intention. The data were collected from 416 female adolescents who visited stores located in Dongdaemoon, Seoul, via self-administered questionnaires, and were analyzed by frequency, factor analysis, multiple regression and path analysis. The results of this study were as follows : (1) According to path analysis, store image and stores entertainment environment image affected emotions toward store and attitude toward store, and affected store patronage intention through a mediator, emotions toward store. (2) Among the factors related to store images, stores entertainment environment image had the greatest effect on store patronage intention. (3) Sensation-seeking tendency, hudonic shopping orientation and shopping motives affected store image, stores entertainment environment image, emotions toward store and attitude toward store directly and indirectly through store image and stores entertainment environment image. (4) The most significant factor in explaining all these relations was hedonic shopping orientation.

Keywords

References

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