고등학생의 의류쇼핑성향과 인터넷 쇼핑을 이용한 의류구매행동에 관한 연구 = A Study on High School Student’s Apparel Shopping Orientations and Their Purchasing Behaviors through Internet Shopping

국문 초록 (Abstract)

오늘날 21세기 정보화 시대에 접어들면서 컴퓨터의 보급과 확산, 각종 멀티미디어 기술의 발달, 정보의 상업화 등에 힘입어 정보통신기술의 발전은 빠르게 진행되고 있으며, 인터넷 사용자 역시 급격히 증가하고 있다. 이러한 인터넷 사용의 보편화와 인터넷 이용자수의 증가는 “인터넷의 생활화 시대”를 열었고, 인터넷 상거래 시장의 발달을 가져왔다. 최근 통계청이 발표한 인터넷 쇼핑몰 조사 결과에 의하면, 2007년 6월 현재 사업체수가 4,441개에 이르며 거래액은 총 1조 2,1053억 원으로 매년 비약적인 발전을 거듭하고 있으며, 인터넷 쇼핑몰에서의 의류 패션 및 관련 상품의 비중은 점차 높아지고 있다.
인터넷 쇼핑을 이용한 의류 패션 및 관련 상품의 구매율이 증가하고 있으며, 오늘날 청소년들이 인터넷을 활용하고, 의복에 많은 관심을 가지고 있는 미래의 잠재적인 소비자층임을 살펴볼 때 인터넷 쇼핑을 이용한 청소년들의 의류구매행동에 대해 주목해 볼 필요성이 있다. 청소년기는 바람직한 소비 패턴의 사회화에 결정적 시기이며, 청소년들이 현재 형성하고 있는 가치관과 행동양식은 앞으로 우리 사회의 소비 패턴에 어떤 양식을 조성하느냐에 대한 중요한 시사점을 줄 수 있을 것이므로, 청소년에 관한 인터넷 쇼핑을 이용한 의류제품 구매행동에 대한 연구가 필요하다고 여겨진다.
따라서 본 연구는 고등학생의 의류쇼핑성향을 파악하고 인터넷 쇼핑을 이용한 의류구매행동을 연구함으로써 이에 대한 학생의 개인적 행동과 정보화 시대의 사회적 현상을 이해하여 청소년의 올바른 소비생활지도와 학교 소비자교육의 기초자료를 제공하고 나아가 의류제품과 관련된 청소년들의 쇼핑성향과 구매행동에 관한 소비자 정보를 제시하고자 한다.

다국어 초록 (Multilingual Abstract)

This study examines the apparel shopping orientations of male and female high school students and their apparel purchasing behaviors through internet shopping according to demographic characteristics and character and interest in fashion.
This study approached to the matter though a questionnaire of 614 male and female high school students in Daejeon and Chungnam area and the data analysis was computerized by using SPSS 11.5 for Windows Program.
First, in order to investigate the general characteristics of research target, the frequency and percentage were calculated.
Second, in order to figure out the difference in apparel shopping orientations of male and female high school students according to demographic characteristics and character and interest in fashion, Principal component analysis, Varimax Rotation, t-test, one-way ANOVA and Duncan's new Multiple Range Test were used.
Third, in order to find out the difference in apparel shopping orientations through internet shopping according to demographic characteristics and character and interest in fashion, χ2-test, t-test, one-way ANOVA and Duncan's new Multiple Range Test were applied.
By using this, the following conclusion has been derived.
The apparel shopping orientations of male and female high school students were due to three factors and each factor was named as trend-following shopping orientation, economic shopping orientation and convenience-pursuing shopping orientation. These apparel shopping orientations were examined according to demographic characteristics (gender, grade, residence, academic achievement, pocket money, expenses on clothes) and character and interest in fashion and the result showed significant difference in statistics and were related to buying clothes though internet shopping.
In the propensity of cloth shopping, female students made much of fashion and economical efficiency more than male students, and in case of freshman in high school and receiving a plenty of pocket money, they valued fashion more. And in case of student living in the big cities, valued economical efficiency while students at the highly-ranked in achievement level took a serious view of convenience more. And in case of the students the more outgoing personality and have higher interest in fashion, the more fashion and pursued and at the same time, they made much of economical efficiency.
Male students were more than females in purchasing behaviors of clothes through internet shopping according to demographic characteristics (gender, grade, residence, academic achievement, pocket money, expenses on clothes) and the more extrovert the students were the more buying experiences of clothes they had in case of big city residents. In case of the students who bought the clothing products, they bought them because of the convenience of shopping hours and various kinds of products and in case of students who didn't buy, they gave the reasons like no pleasure in shopping, the difference between the real and the online and the uncertainty of delivery etc. The most students answered that the number of internet shopping malls where they purchased clothing items was more than 7 and this indicated that they used several internet shopping malls when buying clothing items. They used the online malls frequently due to various kinds of products, reasonable price and the chance to see the trendy items. The most people became to know these online shopping malls through search engines or from the people around (friends, family etc.). The number of hours they used internet shopping malls was 1～2 hours in average and once or twice per month or once or twice of access to the internet per week. The number of times they bought the clothing items through internet shopping malls was 1～2 (for the last six months). When purchasing products, they considered design, trend and brand (name recognition) and they spent 10,000～30,000 won in average. The purchased items were mostly an upper garment, a pair of pants, shoes and bags and when buying, students and their parents shared the costs and usually paid by depositing the money in the seller's account. Most of the students responded that they were satisfied with the products through internet shopping and they would like to buy again: however, they were not satisfied when there was difference in products between the online and the real or the size was right. In case of the students the more outgoing personality and have higher interest in fashion, they valued fashion more when buying clothes through the Internet shopping, and bought more various clothes depending less on their parents in paying the price. And after have bought clothes through the Internet shopping, their satisfaction and the intention to repurchase were appeared to be high. In case of non-buyers of clothing products through online shopping, it indicated that the higher the interest in fashion, there were more various reasons for not-buying. In case of buyers, it showed that those who had high interest in fashion held the fashion trend in great account, those who had average interest in fashion considered the discount coupon and services most importantly and those who had low interest in fashion regarded that the convenience of shopping hours was the most significant. When purchasing clothing items, the main cause was that the higher the interest in fashion was, the more important the fashion trend was and the students with high interest in fashion were less dependent on their parents than the students with low interest in terms of sharing expenses. For the reasons of satisfaction and dissatisfaction when purchasing clothing products through internet shopping, the higher the interest in fashion the more various opinions were shown as well as the higher the intention of buying again.
Nowadays, as the purchasing rate of apparel and related products through internet shopping is increasing rapidly, it can be seen that the teenagers with high interest in clothes and high frequency of internet use are important potential customers of the future. Since adolescence is a crucial period for desirable socialization for customers and the formation of sense of values and patterns of behavior of teenagers could be the key point to the future of our society, this study aims to provide the basic materials on consumption life guide and school education for consumers in order to form desirable sense of values for consumption and further to establish healthy social environment for consumption as well as in order to present the ways to run the internet shopping market effectively.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 4
• Ⅱ. 이론적 배경 = 5
• 1. 청소년기의 의류구매행동 = 5
• 2. 의류쇼핑성향 = 8
• 3. 인터넷 쇼핑 = 10
• Ⅲ. 연구방법 및 절차 = 17
• 1. 연구문제 = 17
• 2. 용어 정의 = 18
• 3. 측정도구 = 18
• 4. 조사 대상 및 자료수집 = 23
• 5. 자료의 분석방법 = 23
• Ⅳ. 연구결과 및 해석 = 24
• Ⅴ. 결론 및 제언 = 118
• 참고문헌 = 123
• Abstract = 128
• 부록 = 131