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Consumer Characteristics Influencing the Consideration Set of Stores in Purchasing Apparel Products

의류제품 구매 시 고려점포군 형성에 영향을 미치는 소비자 특성 연구

  • Kim, Han-Na (Research Institute of Human Ecology, Seoul National University) ;
  • Rhee, Eun-Young (Research Institute of Human Ecology, Seoul National University)
  • 김한나 (서울대학교 생활과학연구소) ;
  • 이은영 (서울대학교 생활과학연구소)
  • Published : 2008.02.29

Abstract

The purpose of this study was to clarify the concept of consideration set of stores and to contribute to the prediction of consumers' store behavior by finding out which consumer characteristics affect the formation of consideration set of stores. The data were collected from 553 female consumers. Factor analysis, K-cluster analysis, and ANOVA were used for data analysis. The results of this study were as follows: First, the respondents were classified into seven groups based on the number of stores and store types they considered. Second, there were significant differences among groups in consumer characteristics such as knowledge, motivation, and solubility; especially, the differences were related to the number of considering store rather than the types of considering store. In other words, the more involvement in clothing and the more experience and knowledge about apparel purchases a consumer had, the more stores the consumer considered. This study is meaningful in that it provides a systematic organization of the concept of consideration set of stores.

Keywords

References

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