Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on the Influence on VM based on Consumers' Regulatory Focus on Shopping Value and Shopping Satisfaction

소비자의 조절초점에 따른 VM이 쇼핑가치 및 쇼핑만족에 미치는 영향에 관한 연구

  • Lee, Ho-Jung (Dept. of Fashion Design, Pukyong National University) ;
  • Oh, Hee-Sun (Dept. of Fashion Design, Pukyong National University) ;
  • Suh, Yong-Han (Dept. of Distribution Management, Ulsan College)
  • 이호정 (부경대학교 패션디자인학과) ;
  • 오희선 (부경대학교 패션디자인학과) ;
  • 서용한 (울산과학대학 유통경영과)
  • Received : 2014.02.21
  • Accepted : 2014.07.23
  • Published : 2014.08.31
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Abstract

This study demonstrates how the composition of VM based on regulatory focus influences shopping value and how shopping value influences shopping satisfaction. A survey form was developed and 90 copies were used for analysis. SPSS 19.0 for Windows Package was used to perform frequency analysis, factor analysis, and regression analysis. The results of the study were: First, convenience of VM had a significantly positive (+) influence on utilitarian shopping value. Second, both utilitarian shopping value and hedonic shopping value had a statistically significant influence on shopping satisfaction. Third, in terms of promotion focus, suitability, fashionableness, reconcilability, and attractiveness of VM had a significantly positive (+) influence on the hedonic shopping value. In terms of preventive focus, convenience and reconcilability of VM had a significantly positive (+) influence on utilitarian shopping value, and convenience, suitability, and fashionableness had a significantly positive (+) influence on hedonic shopping value. In the promotion focus, both utilitarian shopping value and the hedonic shopping value had a significantly positive (+) influence on shopping satisfaction. In the preventive focus only the utilitarian shopping value had a significantly positive (+) influence on shopping satisfaction.

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References

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