The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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An Analysis of Consumer's Buying Behaviors and the Importance of Store Attributes in SPA Brand - Focused on Female College Student in Seoul Metropolitan Area and Gyeongi-Do Area -

SPA 브랜드의 소비자 구매 행동 및 점포 속성 중요도 분석 - 서울, 경기지역 여대생을 중심으로 -

  • Kim, Hyeon-Ju (Dept. of Fashion Coordination, Suwon Women's College) ;
  • Lee, Seo-Hee (Dept. of Costume Design, Konyang University)
  • 김현주 (수원여자대학 패션코디네이션과) ;
  • 이서희 (건양대학교 공연의상학과)
  • Published : 2007.06.30
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Abstract

The purpose of this study was to propose the strategy for increasing the merchandising power of the SPA brand to improve the competitiveness of domestic fashion industry. A questionnaire survey was administered to 270 SPA brand customer who live in Seoul Metropolitan area and Gyeongi-do area. 240 data were analyzed by factor analysis, t-test, crosstabs analysis, and one-way ANOVA using SPSSWIN 12.0 program. The result were as follows: Importance of store attributes were categorized in five factors: store environment, service, product sales promotion, and convenience. A consumer's the importance of store attributes was significantly different depending on that consumer's demographic characteristics(major, grade etc..) and general product purchasing characteristics(purchasing expense). This result should not be interpreted by expanding to the whole group of the consumer in SPA brand, as the sample used in this study is limited to those in Seoul and GyeongGi area.

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