Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Consumers' Characteristics according to Patronage Online Shopping Mall

애고 온라인 점포 유형별 소비자 특성

  • Son, Jin-Ah (Graduate School of Design, Konkuk University) ;
  • Lee, Mi-Ah (Dept. of Clothing and Textiles, Seoul National University)
  • Received : 2012.06.18
  • Accepted : 2013.01.15
  • Published : 2013.02.28
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Abstract

This study categorizes online fashion shopping malls according to consumer store patronage behavior as well as classifies consumer groups by online shopping mall patronage to understand the unique characteristics in each phases of purchase. A quantitative survey was conducted using 487 questionnaires from women in their 20s and 30s. The data were analyzed using frequency analysis, cross-tabulations, factor analysis, T-test, ANOVA, cluster analysis, and ${\chi}^2$-test. The findings of this study are as follows. First, online shopping malls were classified into three types of 'integrated mall', 'open market' and 'specialized fashion mall'. Second, based on one of the three types of categorization consumer groups patronizing each type turned out as follows: integrated mall patrons (141, 28.95%), open market patrons (226, 46.41%) and the specialized mall patrons (119, 24.64%). Third, the characteristics of each group had significant differences according to clothing shopping orientation, information search, shopping mall behavior, spending on online shopping, and e-loyalty.

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References

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