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

The Korean Society of Clothing and Textiles (한국의류학회)
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Factors Related to Cashmere Products Purchases by Foreign Tourists Visiting Mongolia

몽골 방문 외국인 관광객의 캐시미어 제품 구매와 관련 변인

  • Svetlana, Svetlana (Dept. Fashion & Industry, Incheon National University) ;
  • Yu, Haekyung (Dept. Fashion & Industry, Incheon National University) ;
  • Ko, Sunyoung (Dept. Fashion & Industry, Incheon National University)
  • Received : 2014.04.14
  • Accepted : 2014.07.17
  • Published : 2014.08.31
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Abstract

This study examined the evaluation of Mongolian cashmere products by foreign tourists visiting Mongolia, purchase motivation, and purchase intention by nationality as well as analyzed factors that affected purchase intentions. Questionnaires were distributed in Ulaanbaatar from July $25^{th}$ to September $3^{rd}$, 2012. We collected 626 questionnaires and used 616 copies in the final analysis (149 from Koreans, 128 from Japanese, 119 from Russians and 220 from English-speaking countries). Awareness about Mongolian cashmere products and purchase intentions differed significantly by nationality. Purchase motivations were divided into 3 factors-usefulness, mood shift, gifts and souvenir. Evaluation of cashmere products consisted of 5 factors-product excellence, uniqueness, ostentation, economic value and fashionableness. Purchase motivation and evaluation differed significantly by nationality. Purchase intention was significantly related to awareness prior to visit, product excellence, usefulness, gift/souvenir motivation factors, and nationality.

Keywords

References

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