Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Clothing Purchase Behavior of Active Senior -Differences According to Gender and Shopping Orientation Types-

액티브 시니어 소비자들의 의복구매행동 -성별과 쇼핑성향 유형에 따른 비교-

  • Chae, Jin Mie (School of Global Fashion Industry, Hansung University)
  • 채진미 (한성대학교 글로벌패션산업학부)
  • Received : 2019.11.10
  • Accepted : 2019.12.20
  • Published : 2020.02.28
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Abstract

This study investigates the clothing purchase behavior of active seniors in their 50s and 60s. Differences of clothing purchase behaviors were examined according to gender and the group classified by shopping orientation. Data were collected from September 2 to September 9, 2019 using a professional internet research panel; subsequently, 246 sets of useful data were analyzed by descriptive statistics, factor analysis, reliability analysis, t-test, chi-squared test, ANOVA and Duncan-test using SPSS 21.0. The results of this study were as follows. First, there were significant differences in clothing purchase behavior of purchase frequency, purchase item, purchase price, and purchase channel according to gender; therefore marketers need plan different merchandising and retailing strategies between man's wear and woman's wear. Second. the result of cluster analysis by shopping orientation showed that active seniors were categorized into four groups including 'active shopping pursuit', 'economic/pleasure pursuit', 'convenience/brand pursuit', and 'passive shopping pursuit'. Third, there were significant differences in demographic variables such as gender and occupation according to four categorized groups. In addition, the significant differences of clothing purchase behaviors were verified according to four groups. 'Active shopping pursuit' group was shown to make the best use of offline channels and online channels in information research and product purchase.

Keywords

References

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