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

The Korean Society of Clothing and Textiles (한국의류학회)
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Clothing Expense, Consumer Innovativeness and Perceived Risk of Male and Female Customers of Various Fashion Retail Channels

주 이용 패션 소매 유통 경로에 따른 남녀 고객들의 의복 지출, 소비자 혁신성 및 구매 시 위험 지각 수준 비교

  • Chung, Ihn Hee (School of Science and Engineering of Chemical Materials, Kumoh National Institute of Technology)
  • 정인희 (금오공과대학교 화학소재융합학부)
  • Received : 2015.04.14
  • Accepted : 2015.06.24
  • Published : 2015.10.31
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Abstract

This study investigated consumers' clothing expense, consumer innovativeness and perceived risk to the channel type they frequently purchase fashion products and compared the relationship between the variables. A survey of male and female college students was conducted and 367 responses were analyzed using descriptive statistics, chi-square analysis, two-way ANOVA, factor analysis, reliability analysis, and correlations. Female consumer clothing expenses were high compared to male consumers, and clothing expenses of consumers using department stores and independent banded stores were high compared to those using internet shopping malls. The sub-dimensions of consumer innovativeness were determined as adventure-oriented, unique-oriented, and change-oriented, and female consumers have characteristics more unique-oriented and change-oriented. In the case of female respondents, unique-oriented innovativeness was highest for department store customers, while the male customer of non-branded stores showed the highest unique-oriented innovativeness. Perceived risk indicated the highest score from the customers of internet shopping mall. Department stores were recognized as reliable by female department store customers. Clothing expenses and consumer innovativeness dimensions showed significantly positive correlations; in addition, the relation between clothing expense and perceived risks were significantly negative. Consumer innovativeness and perceived risks have positive relations.

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References

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