Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Qualitative Study on Attracting and Hindering Factors for Fashion Browsing

패션상품 브라우징 유인요소와 저해요소에 관한 질적 연구

  • Kim, Mi-Sung (Dept. of Clothing & Textiles, Pusan National University) ;
  • Lee, Jin-Hwa (Dept. of Clothing & Textiles, Pusan National University)
  • 김미성 (부산대학교 생활환경대학 의류학과) ;
  • 이진화 (부산대학교 생활환경대학 의류학과)
  • Received : 2010.02.26
  • Accepted : 2010.06.09
  • Published : 2010.08.30
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Abstract

Shopping is the activity not only purchasing goods/services but also pursuing the emotional satisfaction. Browsing can be defined as shopping behavior looking around the store without purchasing intention. Through the browsing activity, consumers are able to collect the information and be ready for the possible purchases while marketers have an opportunity to inform consumers of products/ stores/ brands. The more browsing activity, the more stimuli for buying, the more unplanned/ impulse buying. Therefore, this is the time that consumer's browsing activity is getting importance in the area of fashion marketing. The purpose of this study was to examine attracting and hindering factors related to browsing activity especially for purchase of fashion items, using a qualitative research method. An in-depth interview was conducted with 10 female shoppers ranged age 21-50. Included in the questions were consumer's opinions about VMD, convenience, traffic, salesman's attitude, companions, prices, sizes and fitting arrangement. The results of this study provide fashion store managers with the detailed and practical information to draw the consumers in the store.

Keywords

References

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