A Study on Apparel Store Browsers′ Browsing Motives, Shopping Leadership and Preferred Store Attributes

의류점포 브라우저들의 브라우징 동기, 쇼핑 선도력 및 선호점포 속성에 관한 연구

The purpose of this study was to identify and profile store browsers in terms of their browsing motives, fashion behavioral characteristics, buying behavior and preferred store attributes. The data were collected through questionnaire from 302 female college students by convenient sampling method. Statistical analysis of factor analysis, x²-test, and t-test were performed in analyzing the data. The browsing motives of browsers were to obtains fashion information, sensory stimulation and diversion from routine life. They showed the high level of fashion involvement, shopping confidence, shopping innovativeness, shopping opinion leadership as well s fashion opinion leadership. Browsers tended to be impulse buyers and spent more money on clothing than non-browsers. The attributes that influence their store choice were the variety of products and brands, information availability ,and pleasant store atmosphere.