백화점 주고객층의 쇼핑성향 , 점포속성중요도 , 자기이미지에 따른 의복 구매성향 = The Clothing Purchase Tendency of the Department Patronage Consumers According to Shopping Orientation , Importance of Store Attributes , and Self-image

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the differences between the patronage consumers of the department stores and those of the non-patronage consumers in shopping orientation, importance of the store attributes, and self-image. Additionally, differences of the two groups are examined according to the demographic variables and the general apparel purchase behavior such as shopping frequency, transportation, etc. The questionnaire were administered to 500 women living in Seoul and data were analyzed by frequency, percentage, factor analysis, T-test, and X^2-test. The results were as follows: 1) Significant differences were found in two groups according to shopping orientation. Namely, the patronage consumers of the department stores enjoy shopping itself and have a tendency to purchase the clothing in vougue. Also, they have more confidence in shopping and show higher store-loyalty than those of the non-partronage consumers. 2) Significant differences were found in two groups regarding importance of the store attributes. The patronage consumers of the department stores place more importance in information, service/convenience provided by the department store than those of the non-patronage group while they less consider the product price and assortment. 3) The patronage consumers of the department stores pursue the self-image which reflects sexy and sophisticated image.