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

The Korean Society of Clothing and Textiles (한국의류학회)
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A Comparison of the Benefits for Online Clothing Purchase between Korean and U.S. Consumers

한국과 미국 소비자의 온라인 의복구매시 추구혜택비교

  • Kim, Eun-Young (Dept. of Fashion Design Information, Chungbuk National University)
  • 김은영 (충북대학교 패션디자인정보학과)
  • Published : 2009.07.31
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Abstract

This study compares the benefits for online clothing purchases between Korean and U.S. consumers. A total of 464 usable questionnaires were obtained from respondents who resided in Korea (n=253) and the United States (n=21l). Data were analyzed by descriptive statistics, factor analysis, and MANOVA. For online clothing purchases, the benefit consisted of five factors: product attribute, transaction services, security, country of origin, and brand symbolism. Results showed that the main effect of nationality and gender on the benefit factors were significant; there was an effect of nationality on product attributes, transaction services, and country of origin. Compared with Korean consumer, U.S. consumers were more likely to consider the benefits of product attributes, transaction services, and country of origin for clothing in online purchases. In addition, there was a gender difference in benefit factors of product attributes, transaction services, country of origin, and brand symbolism. Females were more likely than males to consider the benefits for clothing in online purchases. An interaction effect of nationality and gender was not significant in online purchases for clothing. The managerial implications are discussed for global fashion marketing across the countries.

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