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

The Korean Society of Clothing and Textiles (한국의류학회)
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A Comparative Study on Korean and Chinese Apparel Attributes according to the Shopping Values of College Students

한국과 중국 대학생들의 쇼핑가치에 따른 의류제품속성에 관한 비교 연구

  • Jang, Young-Sil (Dept. of Clothing & Textiles, Hanyang University) ;
  • Park, Na-Ri (Dept. of Clothing & Textiles, Hanyang University) ;
  • Park, Jae-Ok (Dept. of Clothing & Textiles, Hanyang University)
  • Published : 2009.08.31
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Abstract

This study classifies consumers according to apparel shopping values to find the differences of apparel attributes in accordance to shopping value segments between Korean and Chinese college students. College students from Seoul and Beijing participated in the study and a quota sampling method collected the data. Data from 504 questionnaires is used for the statistical analysis. A factor analysis through, Cronbach's alpha coefficient, ANOVA, and a post-hoc test are conducted. Two factors of apparel shopping values are classified (hedonic shopping values and utilitarian shopping values). Four segments of apparel shopping value were classified (hedonic shopping, low involvement shopping segment, high involvement shopping, and utilitarian shopping). Three factors of apparel attribute are classified (external attributes, internal/aesthetic attributes, and internal/quality attributes). The result indicate that high involvement shopping segments considered all the clothing attributes more importantly than the other three segments. Chinese respondents of hedonic shopping segments and high involvement shopping segments considered advertisements in terms of external attributes, assembly, and fit in terms of internal/quality performance attributes as more important than Koreans. Chinese respondents of low involvement shopping segments also considered assembly and fit in terms of internal/quality performance attributes as more important than Koreans. Korean respondents of utilitarian shopping segments had a special regard for design and color in terms of internal/aesthetic attributes but the Chinese had a special regard for assembly, fit, and ease of maintenance in terms of internal/quality performance attributes.

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References

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