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

The Korean Society of Clothing and Textiles (한국의류학회)
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Factors Affecting Addictive Shopping Behavior on Fashion Product Comparison of Off-line & On-line Shopping

패션상품 쇼핑중독에 대한 영향요인 - 일반 쇼핑과 인터넷 쇼핑의 비교 -

  • Lee, Seung-Hee (Dept. of Clothing & Textiles, Sungshin Women's University) ;
  • Park, Ji-Eun (Dept. of Clothing & Textiles, Sungshin Women's University)
  • 이승희 (성신여자대학교 의류학과) ;
  • 박지은 (성신여자대학교 의류학과)
  • Published : 2007.02.28
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Abstract

The purposes of this study were to investigate factors affecting addictive shopping behavior and to compare the factors affecting between on-line and off-line addictive shopping. Four hundred eighty-nine female college students who have purchased fashion goods on-line shopping or off-line shopping were surveyed. For data analysis, descriptive statistics, Pearson's correlations, t-test, and multiple regression analysis were used. As the results, 15.5% of respondents were revealed as addictive buyers. Approximately 18% and 13% of subjects were revealed as on-line addictive buyers and off-line addictive buyers. There were statistically significant differences between addictive buyers and non-addictive buyers regarding self-mastery, depression, stress, and impulse. Addictive consumption scores were correlated to lower self-mastery, higher depression, and higher stress. Factors such as self-mastery, stress, impulse showed differences between on-line and off-line addictive buyers. Also, there were statistically significant differences between on-line and off-line addictive buyers. Based on these results, fashion social responsibility marketing strategies and implications regarding on-line and off-line shopping addiction would be suggested.

Keywords

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