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

The Korean Society of Clothing and Textiles (한국의류학회)
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An Exploratory Study on Entertaining Apparel Shopping Experiences of College Students

  • Received : 2010.06.14
  • Accepted : 2010.06.27
  • Published : 2010.06.06
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Abstract

This study explores the perceptions of fashion consumers on entertaining shopping experiences and investigates the factors important to the creation of these experiences. A convenient sample of 100 was used for the exploratory survey. Respondents were asked to complete open-ended questions (e.g., describe a recent store shopping trip that you remember as being pleasurable and entertaining) on a standardized form. A total of 97 questionnaires were completed and used for further analysis. Six entertaining shopping factors were identified: store-related factors were merchandise, service, the store environment, and events; customer-related factors were customer resources and social aspects. Five non-entertaining shopping factors were identified: the store-related factors were merchandise, service, and the store environment factor; customer-related factors included customer resources and social aspects. A survey with a convenient sample of 200 college students was administered to examine the importance of entertaining and non-entertaining factors. The merchandise factor (which includes products assortments and price-related items) were rated as the most important part of the entertaining store-shopping experience, followed by service factors in the store category, and customer resources in the customer category.

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References

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