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

The Korean Society of Clothing and Textiles (한국의류학회)
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Consumer Attitude toward the Retail Sales : More than Price Benefits

점포세일에 대한 소비자태도

  • 박경애 (영남대학교 섬유패션학부) ;
  • 허순임 (영남대학교 섬유패션학부)
  • Published : 2003.06.01
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Abstract

The purposes of this study were to explore the consumer attitude toward the retail sales, to examine the relationships between the sale attitude and the price-related variables(i.e., price consciousness, sales proneness, and value consciousness), and to examine the effects of the sale attitude and the price-related variables on the perceived price value during the retail sales. Data were collected from 790 undergraduate students using the two types of questionnaires representing the sale and non-sale situations, and 776 responses were analyzed. Factor analysis of the sale attitude extracted five dimensions including price benefit, limited product assortment, impulse buying, low service quality, and disordered store atmosphere. The price benefit and the impulse buying factors were related with all the 3 price-related variables, and all the sale attitude factors were related with the value consciousness. The price benefit and the impulse buying factors positively affected the perceived price value under the sale situation.

Keywords

References

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