The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

The preference factors and usage levels of fashion trade area in Seoul as determined by shopping orientation

쇼핑성향에 따른 서울 패션상권의 선호요인과 상권 이용도

  • Lim, Yoo Sun (Dept. of Clothing & Textiles, Kyung Hee University) ;
  • Kim, Mi Sook (Dept. of Clothing & Textiles, Kyung Hee University)
  • Received : 2012.12.06
  • Accepted : 2013.04.16
  • Published : 2013.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purposes of this study were to identify dimensions of shopping orientation and preferences of fashion trade areas, to test differences in the preference factors and usage levels of fashion trade areas as determined by shopping orientation and demographic characteristics. Questionnaires were administered to 406 adults in their twenties and thirties visited major fashion trade area in Seoul. The results of the study were as follows. First, five groups were identified based on shopping orientation: combined value-oriented group, convenience-oriented group, hedonic value trend-oriented group, economic-value oriented group and brand-oriented group. Second, the most frequently visited trade area was Myungdong, and there were significant differences in the usage levels of the trade areas except Dongdaemun, Samsung station COEX, Jamsil and Gangnam Express Bus Terminal among the groups determined by shopping orientation. Sinsa Garosoogil, Apgujeong Chungdam and Samsung Station COEX were preferred by hedonic value trend-oriented group. Daehakro and Myungdong were preferred by combined value-oriented group and convenience-oriented group. Third, significant differences were also found in all groups in the preference factors of the trade area as determined by shopping orientation groups when purchasing clothing. Forth, female preferred Gangnam Express Bus Station and Jamsil than male did. Those who in their early twenties preferred Daehakro and Myungdong the most and those who in early thirties and late twenties concerned service policy the most. The results imply that the consumers tend to visit the nearest fashion trade area by their residence(or work, school) and consider the location and accessibility of the trade area as the most important factor.

Keywords

References

  1. Bell, S. J.(1999). Image and consumer attraction to intra-urban retail area: An environmental psychology approach. Journal of Retailing and Consumer Services, 6, 67-78. https://doi.org/10.1016/S0969-6989(98)00015-0
  2. Choi, S. H.(1997). A study on measuring the apparel shopping value. Journal of Human Ecology, 17(1), 5-19.
  3. Ghosh, A., & Craig, C. S.(1983). Formulating retail location strategy in a changing environments. Journal of Marketing, 47, 56-68. https://doi.org/10.2307/1251197
  4. Goldsmith, R. E., & Hofacker, C. F.(1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-222. https://doi.org/10.1007/BF02726497
  5. Gutman, J., & Mill M.(1982). Fashion life style, selfconcept, shopping orientation and store patronag: An integrative analysis. Journal of Retailing, 58(2), 68-85.
  6. Jeon, W. J.(1987). The analysis of the department store's trade area. A report by the Association of Department Stores.
  7. Jeong, H. D., & Yoo, T. S.(2000) A study on consumer buying behavior according to fashion trading area. Journal of the Korean Society of Clothing and Textiles, 50(8), 165-175.
  8. Kim, B. K., & Kim, M. S.(2001). Clothing purchase behaviors of patrons of Dongdaemun market. Clothing and Textiles Research Journal, 25(3), 638-649.
  9. Kim, K. A., & Yoo, T. S.(1999). An analysis of fashion life style and purchasing type for the consumer according to fashion trade area -Focused on Taegu fashion trade area- Journal of Fashion Business, 3(3), 1-14.
  10. Kim, S. H., & Rhee, Y.(2000). The sales promotion response type and shopping orientation of apparel product consumers. Journal of Distribution Research, 4(3), 33-46.
  11. Kim, S. Y.(1994). A study on clothing shopping orientation and buying behavior of consumers. Unpublished master's thesis, Seoul National University, Seoul, Korea.
  12. Kim, Y. D., & Shin, S. Y.(1998). A study on the high school girl's brand loyalty in casual wear -Focus on the brand discernment and self-image- Journal of the Korean Society of Costume, 390, 125-139.
  13. Kim, Y. J., & Yoo, H. K.(2003). A study on shopping motivation and satisfaction of store attribution and shopping result -Cases on the fashion retail store- Clothing and Textiles Research Journal.
  14. Lim, S. J., & Kim, S. H.(1999). A study on store image and clothing satisfaction of the clothing distribution type. Clothing and Textiles Research Journal, 23(2), 185-195
  15. Lim, Y. S.(2012). Preference of fashion trade area in Seoul as determined by shopping orientation and purchasing product type. Unpublished master's thesis, Kyung Hee University, Seoul, Korea.
  16. Park, H. H.(2007). The influence of consumer's shopping values on the evaluations of fashion product attributes and brand re-purchase intention -Focused on the moderating role of price level- Journal of the Korean Society of Clothing and Textiles, 31(2), 236-246. https://doi.org/10.5850/JKSCT.2007.31.2.236
  17. Peterson, R. A.(1974). Trade area analysis using trend surface mapping. Journal of Marketing, 36, 50-54.
  18. Reichheld, F. F., Robert, G. M., & Christopher, H. (2000). The loyalty effect: The relationship between loyalty and profits. European Business Journal, 12(3), 134-139.
  19. Rhee, Y.(1999). Fashion marketing. Seoul: Kyomoonsa.
  20. Rogers, E. M.(1995). Diffusion of innovation(5th ed.), New York: The Free Press.
  21. Shim, A., & Kotsiopulos, A.(1993). A typology of apparel shopping orientation segments among female consumers. Clothing and Textiles Research Journal, 12(1), 73-85. https://doi.org/10.1177/0887302X9301200110
  22. Shin, S. Y., & Park, J. O.(1999). The clothing purchase tendency of the department patronage consumers according to shopping orientation importance of store attributes and self-image. Journal of the Korean Society of Clothing and Textiles, 23(6), 841-852.
  23. Son, J. A., Rhee, Y., & Park, H. S.(2002). Trade area selection criteria for apparel products: The cases of Bundang and Ilsan. Journal of the Korean Society of Clothing and Textiles, 26(6), 889-900.
  24. The Korea Chamber of Commerce and Industry(1991). Trade area in Korea.
  25. Yoon, S. H.(2008). A study on online clothing purchasing behavior of adolescent's clothing shopping orientation. Unpublished master's thesis, Sookmyung University, Seoul, Korea.

Cited by

  1. A study on the factors influencing switching behavior to and satisfaction with home shopping mobile apps vol.24, pp.5, 2016, https://doi.org/10.7741/rjcc.2016.24.5.544
  2. Analysis of Properties of Fashion Trading Areas Using Network Analysis Technique vol.40, pp.2, 2016, https://doi.org/10.5850/JKSCT.2016.40.2.203
  3. 패션 사업주의 관점에서 본 명동 패션 상권 현황 및 지속성장 발전방안 vol.22, pp.1, 2013, https://doi.org/10.7741/rjcc.2014.22.1.086
  4. The Influence of Shopping Orientation and Sales Promotion of Cosmetic Products on Retail Store Selection Behavior between Male and Female Consumers vol.14, pp.3, 2013, https://doi.org/10.17280/jdd.2014.14.3.038
  5. 물질주의, 의류쇼핑성향, 의류충동구매간의 관계 vol.24, pp.6, 2013, https://doi.org/10.5934/kjhe.2015.24.6.829
  6. A study on customer’s preference toward summer-shirt fabric vol.15, pp.None, 2020, https://doi.org/10.1177/1558925020902975
  7. 중국 소비자 소비성향이 한국화장품의 구매의도에 미치는 영향 vol.21, pp.7, 2013, https://doi.org/10.5392/jkca.2021.21.07.413