의류제품 소비자의 유행관여와 쇼핑성향

이규혜;김연희 한양대학교 2004 韓國 生活 科學 硏究 Vol.- No.23

Shopping orientation is one of the most important variables that affects consumers’ store selection in the competitive fashion market. Apparel shopping orientation requires a careful way of examination due to apparel products’ practical, emotional and symbolic attribute and the wide range and frequent price change caused by fashion trends and seasonality. Therefore, fashion involvement may play an important role in shaping an individual consumer’s shopping orientation. The purpose of this study was to identify the impact of demographic variables on fashion involvement, to examine dimensions of apparel shopping orientation, to identify the influence of fashion involvement on shopping orientation and to overview the relationship between shopping orientation and store patronage behavior. A questionnaire was developed and data were collected from 534 adult women shopping in four major shopping districts in a metropolitan area. For homogeneity of data, age of respondents were limited to 20-30. Cronbach’s alpha, factor analysis, t-test and ANOVA were conducted to analyze the data. Results indicated that consumers’ fashion involvement were significantly influenced by consumers’ age, education level and marital status. Consumers who are younger, more educated and unmarried are likely to have high level of fashion involvement. Consumer’s income level and employment had not significantly influence fashion involvement. Factor analysis identified six distinctive types of shopping orientation: pragmatic orientation, brand orientation, utility-value orientation, hedonic shopping orientation, sale proneness, and market information orientation. Diverse shopping orientation types led different store patronage behavior. consumers who chose to go department stores and specialty stores are likely to be brand and utility-value oriented. Consumers who chose to go to low priced stores or markets are not likely to be brand oriented, utility-value oriented, and hedonic shopping oriented. Pragmatic orientation and market information orientation did not have significant relationship with store patronage.

화장품 구매성향과 구매 후 만족도에 관한 연구

이명희,이은실 한국의류학회 2003 한국의류학회지 Vol.27 No.2

The purposes of this study were to classify the contents of shopping orientation of cosmetics, to group women into shopper types of cosmetics, to investigate the differences in cosmetics purchase behavior according to shopper types, and to examine how the cosmetics satisfaction was influenced by cosmetics shopping orientation and demographic variables. Subjects were 479 women in their 20's to 50's in Seoul, Korea. The factors of the shopping orientation of cosmetics derived by factor analysis: 'impulsive shopping', 'conspicuous shopping', 'rational shopping', and 'independent shopping. Four shopper types were classified by cluster analysis of the 4 factors. The shopper types were the same as the 4 factors. Total satisfaction of cosmetics was influenced by independent shopping orientation, age, brand, impulsive shopping orientation, conspicuous shopping orientation, and rational shopping orientation(R²=.217). Satisfaction of basic cosmetics was influenced by conspicuous shopping orientation, independent shopping orientation, age, rational shopping orientation, impulsive shopping orientation, and social class(R²=.407). Satisfaction of coloring cosmetics was influenced by brand, independent shopping orientation, age, and impulsive shopping orientation(R²=.167).

TV 홈쇼핑에서의 쇼핑성향에 따른 위험지각과 화장품 구매행동에 관한 연구

하종경(Jong Kyung Ha) 한국인체미용예술학회 2015 한국인체미용예술학회지 Vol.16 No.2

This paper aims to analyze the shopping orientation of female consumers in their 20's purchasing cosmetics via TV home shopping, accompanying risk perception, and cosmetic purchasing behaviors. The analysis results are described below: 1. Four shopping orientation elements purchasing cosmetics via TV home shopping are luxury brand shopping orientation, brand loyalty shopping orientation, systematic search shopping orientation, and impulsive shopping orientation. 2. The risk perception related to purchasing cosmetics via TV home shopping had three elements: quality risk perception, delivery risk perception, and payment method risk perception. 3. In accordance with the classification on consumer type focusing on shopping orientation elements in TV home shopping, there are three classes: systematic brand loyalty group, progressive shopping orientation group, and positive shopping orientation group. 4. For the risk perception by shopping orientation type in TV home shopping, the risk perception on quality or delivery showed a significant difference. 5. The analysis of the purchasing behavior difference by shopping orientation type found a significant difference in purchasing time priority (**p≤.01), number of watching TV (*p≤.05), and preferred channel (**p≤.01) by shopping orientation type. 6. For the correlation between shopping orientation and risk perception, luxury brand shopping orientation (p≤.01), systematic search shopping orientation, and impulsive shopping orientation (p≤.05) showed a correlation in all risk perception elements.

중국 여성소비자의 의복쇼핑성향에 따른 패션소비행동 특징 - 20∼30대 신흥중산층 소비자를 중심으로 -

최미영 한국패션디자인학회 2015 한국패션디자인학회지 Vol.15 No.2

본 연구는 중국 여성 소비자들의 의복쇼핑성향을 알아보고 이를 기준으로 세분집단별 구체화된 패션소비행동에 대해 고찰하는 것을 목적으로 한다. 자료수집은 패션제품의 소비가 활발한 20대∼30대 중산층 여성소비자를 대상으로 2014년 1월부터 6주간 상해를 중심으로 설문지를 활용한 개별 인터뷰방식으로 진행되었으며, 300명의 유효 응답치를 SPSS 21.0 프로그램으로 분석하였다. 실증적 연구결과는 다음과 같다. 첫째, 응답자들은 의복비 지출 비중이 높은 신흥 중산층 집단으로 전통적 가치관과 현대적 가치관을 동시에 수용하고 있었다. 둘째, 의복쇼핑성향에 대한 요인분석결과 브랜드 과시적 쇼핑성향, 충동적 쇼핑성향, 경제적 쇼핑성향, 유행추구 쇼핑성향, 향유적 쇼핑성향, 합리적 쇼핑성향의 6개 요인이 추출되었다. 셋째, 의복쇼핑 하위차원에 대한 군집분석결과 합리적 쇼핑성향을 기본 특징으로 향유적 유행추구 집단, 경제적 소비지향 집단, 합리적 유행추구 집단, 적극적 소비향유 집단, 과시적 충동소비 집단으로 유형화되었다. 넷째, 5개 세분집단별 활용하는 패션정보원 유형에 유의한 차이가 나타났으며, 기존 매체를 활용한 마케터 주도적 정보원의 영향력뿐 아니라 개인적 정보원의 영향력과 온라인 정보원의 영향력이 큰 집단으로 밝혀졌다. 또한 각 세분집단 간 쇼핑장소 선호에 통계적으로 유의한 차이가 있는 것으로 나타났다. 다섯째, 한국패션제품 수용과 관련된 국가이미지, 패션제품에 대한 이미지, 구매한 제품에 대한 만족도, 구매의도에 대한 평가는 우호적이었으며, 적극적 소비향유 집단의 태도가 가장 좋은 것으로 조사되었다. 하지만, 과시적 충동소비 집단과 향유적 유행추구 집단에서 한국 패션제품에 대한 이미지가 유의한 수준에서 낮아 아직까지는 이들의 과시적 욕구와 상징적 욕구를 충족시키지 못한다는 것을 알 수 있었다. 본 연구를 통해 의복쇼핑성향이 다변화된 중국 중산층 여성 소비자들 대상으로 한 마켓의 유효한 세분화 변수임을 검증하였으며, 각 세분집단별 특성을 기준으로 국내 패션기업의 중국 여성복 시장 진출 시 차별화된 세분 마켓 전략 수립을 위한 실무적 시사점을 얻기를 기대한다. The purpose of this study is to investigate the clothing shopping orientation of the Chinese female consumers and the characteristics of fashion consumption behaviors according to clothing shopping orientation. Data were collected among the middle class female consumers in their 20s-30s on January, 2014 in Shanghai. 300 valid responses were analyzed using SPSS 21.0. The empirical results of this study were as follows. First, they were new middle class consumers with greater spending on clothing expense, who embraced both the traditional and modern values. Second, the factor analysis showed that clothing shopping orientation consists of six factors; the brand conspicuous shopping orientation, impulsive shopping orientation, economic shopping orientation, trend-seeking shopping orientation, enjoyable shopping orientation, and rational shopping orientation. Third, as the result of the cluster analysis, the sub dimensions of clothing shopping orientation were categorized into 5 groups with a reasonable shopping orientation as the basic characteristic; enjoyable trend pursuing group, economic shopping oriented group, reasonable trend pursuing group, active consumption enjoying group, and conspicious impulsive consumption group. Fourth, there were significant differences in the fashion information sources and shopping places. The marketer leading information source was predominant, but the influences of personal source and online source were preferred by large numbers. Fifth, evaluations on the acceptance of Korean fashion products were positive and the active consumption enjoying group’s attitude was the most favorable. However, the evaluations on Korean fashion products were significantly low in the conspicious impulsive-consumption group and enjoyable trend pursuing group. Through this study, clothing shopping orientation was verified as effective segmentation variables for Chinese middle class female consumers and it is expected to give practical implications for differentiated market strategies based on the specific characteristics of each group when Korean apparel companies enter the Chinese women’s market.

직장여성의 쇼핑성향과 의복구매특성에 관한 연구 : 전라남도 여교사를 중심으로

이영미,이옥희 대한가정학회 2002 Family and Environment Research Vol.40 No.2

The purpose of this study was to investigate the demographics and general clothing buying behavior according to clothing shopping orientation of female workers. A questionnaire was developed to measure clothing shopping orientation, fashion information sources, stores selection criteria, clothing purchasing frequency of a year, purchasing expenditure of clothing, the demographics. The questionnaire was administered to 775 female teacher in Chonnam. The data was analyzed using percentage, frequency, mean, factor analysis, Cluster Analysis, x^2-test and ANOVA, Duncan test. The results of the study were as follows: 1. The female teachers were classified into four groups by the cluster analysis; indifferent shopping group, rational shopping group, conspicuous shopping group, recreational shopping group. 2. In the case of fashion information sources, significant differences were found according to shopping orientation subdivision in mass media information, information by consumer, information by marketer. 3. The stores selection criteria were significantly different depending on shopping orientation subdivision in goods and atmosphere of shop, promotion, convenience of shop's location. 4. The clothing purchasing frequency of a year were significantly different depending on shopping orientation subdivision. 5. The significant differences were found according to shopping orientation subdivision in purchasing expenditure of clothing. 7. In the demographic characteristics, significant differences were found according to shopping orientation subdivision in age, marriage, the length of one's work, income.

고객의 시간 지향성: 소매업체에서의 서비스 편의성과쇼핑 성과의 관계에 대한 조절효과

김미정,박철주 한국유통과학회 2016 유통과학연구 Vol.14 No.2

Purpose - Understanding how service convenience drives shopping performance is imperative for retailers such as department and large discount stores. Retailers have to enhance shopping productivity by reducing the costs of shopping, as convenience triggers customers' perceived shopping value, leading to customer satisfaction, and ultimately patronage behavior. Consumers, generally considering time as a scarce resource, are more sensitive to the time costs of tasks in regard to shopping trip, differently from forming perceptions of convenience in time orientation. Therefore, this study attempts to examine the moderating effects of consumers’ time orientation on the relationships among service convenience of retailers and shopping performances such as shopping value and service performances. Research design, data, and methodology - The department and discount store chains were chosen as the point of analysis in this study. Data were collected from a survey of real-life consumers and all respondents were screened to ensure only those who had visited in the department and discount store chains within past six month prior to the day of data collection. Out of 600 self-reported surveys that were distributed, a total of 530 responses were returned and after excluding 20 incomplete responses, the final sample size was 510. The three hypotheses were proposed and tested in this study. The one hypothesis was on the moderating effects of time orientation for the effects of service convenience on shopping value (hedonic and utilitarian shopping value). The other two hypotheses were on the comparisons between high and low time-oriented customers with the effects in shopping value from service performance. Hierarchical moderated regression analysis was used to test the hypotheses. Results - The results suggest that the effect of service convenience on utilitarian shopping value and the positive effect of utilitarian shopping value on customer satisfaction are greater in low time orientation than high time orientation customers. Conversely, when customers are highly oriented toward time, the effects of hedonic shopping value on customer satisfaction and revisit intention are greater than for customers who are lowly oriented toward time. Conclusions - This study has two-fold significance. First, this study contributes to the consumer behavior and services marketing literature by incorporating customers’ time orientation into the service convenience-shopping performance. Although the effect of service convenience on shopping performance might differ from customers' perceptions concerning shopping, there has been little investigation or comparison between customers' perception on time. This study is a first attempt to consider how the effects of service convenience on shopping value and service performance vary with differing levels of customers' time orientation. This study advances prior studies by showing that the service convenience-shopping value and service convenience- service performance relationships vary across different combinations of the customer's time orientation. The findings of this study suggest that the retailers need to enhance the experiential aspects of the stores for their high time-oriented customers. Conversely, for the low time-oriented customers, the retailers should boost the visual distinctiveness and ease of store navigation.

신체이미지와 쾌락적 쇼핑성향 및 스키니 진 구매 시 정보원 활용의 관계 연구

양혜인 ( Hye-in Yang ),김한나 ( Hanna Kim ) 한국패션비즈니스학회 2017 패션 비즈니스 Vol.21 No.2

This study examines the effects of body image and the hedonic shopping orientation of female consumers on using fashion information to purchase skinny jeans. For this purpose, an online survey was carried out during the recent year targeting female consumers who had purchased skinny jeans. A total of 464 responses were analyzed in this study. The SPSS 22.0 program was used to perform frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The results are as follows. First, interest in appearance and apparel had a significant influence on every factor of the hedonic shopping orientation, except for the relational shopping orientation, and interest in body weight had a significant effect on the enjoying, relational, and impulsive shopping orientations. Additionally, body satisfaction, except for the impulsive shopping orientation, had a significant influence on the enjoying, brand, loyalty, and relational shopping orientations; body dissatisfaction affected the brand, loyalty, relational, and impulsive shopping orientations. Second, the enjoying shopping orientation significantly influenced every factor of fashion information, and the brand shopping orientation had a positive effect on mass media information, but a negative effect on street information. Furthermore, the loyalty shopping orientation had a significant influence only on store information, the relational shopping orientation had a significant effect on both mass media and verbal information, and the impulsive shopping orientation did not exert any influence on any factors of fashion information.

스포츠용품 크로스오버 쇼핑객의 기대충족과 소비자태도, 쇼핑성향 및 쇼핑만족과의 구조적 관계

김용만,김애랑,변경원 한국사회체육학회 2023 한국사회체육학회지 Vol.- No.91

Purpose: The purpose of this study is to examine the structural relaotinship between sporting goods crossover shoppers’ expectation-confirmation and consumers’ attitude, shopping orientation, and shopping satisfaction. Method: In order to achieve the purpose of the study, a survey was cnoducted on students from four sports-related departments at A University. A total of 300 data were obtained through this process, and after eliminating 2 cases, 298 responses were used as final data for this study. Frequency analysis, reliability test, confirmatory factor analysis, and structural equation modeling analysis were employed using SPSS 25.0 and AMOS 27.0 Results: First. sporting goods crossover shoppers’ level of expectation-confirmation had a positive effect on consumer attitude. Second, consumer attitude had a potsiive effect on crossover shoppers’shopping orientation. Among three factors of shopping orientation, two factors (economic efficiency orientation and pleasure orientation) were found to be affected by consumer attitude. Lastly, out of the three factors of shopping orientation, only the economic efficiency orientation ,and the pleasure orientation were found to have a positive effect on crossover shoppers’ shopping satisfaction. Conclusion: Of all the hypotheses established in this study, two hypotheess were rejected, and both were related to convenience shopping orientation. It is necessary to discuss to what extent the result is due to the characteristics of crossover shoppers. Key Words:crossover shopper, expectation-confirmation, shopping-orientation, consumer attitude, shopping satisfaction

중국 20∼30대 여성 소비자의 쇼핑성향에 따른 의류제품의 인터넷 쇼핑행동 연구

왕봉교,이미숙 한국의상디자인학회 2019 한국의상디자인학회지 Vol.21 No.3

The purposes of this study were to investigate Chinese female consumers’ shopping orientation and clothing shopping behaviors on the internet and to find the differences in internet shopping behaviors of consumer groups segmented by clothing shopping orientation. The subjects were 417 women in their 20s and 30s from the Gillim Province, China. The research method was a survey, and the questionnaire consisted of a clothing shopping orientation subscale, clothing, their shopping behaviors via the internet, and the subjects’ demographic characteristics. For data analysis, a frequency analysis, a cross-tab analysis, a factor analysis, a cluster analysis, ANOVA, and Duncan’s multiple range test were performed. The results of this study were as follows. The clothing shopping orientation was derived using five factors (trend pursuit, pleasure pursuit, brand pursuit, economic pursuit, and convenience pursuit). Chinese female consumers were classified into three groups (hedonic group, ambivalent group, and practical group) by clothing shopping orientation. These three groups showed many significant differences in their clothing shopping behaviors on the internet. The hedonic group preferred the specialty and cross-border shopping malls, and considered product quality and trend as their main purchase motives. The ambivalent group considered the convenience of the purchase and trend as important motives as compared to the other groups, and they use more various product selection criteria. The practical group considered low price and convenience and the search simplicity of various products as major purchase motives. In addition, the hedonic and ambivalent groups had a higher purchase satisfaction and purchase intention from internet shopping than the practical group. This study suggested that clothing shopping orientation is one of the useful segmentation variables and fashion marketers needed to establish differentiated marketing strategies for each consumer group that is segmented by clothing shopping orientation.

여대생의 쇼핑성향에 따른 화장품구매행동에 관한 연구

최미옥 ( Mi Ok Choi ),최수경 ( Su Koung Choi ) 한국패션디자인학회 2008 한국패션디자인학회지 Vol.8 No.1

The purpose of this study is to classify college women`s cosmetic shopping orientation and analyze impulse buying, planned buying, fashion leadership, and self-confidence. Obtained data were analyzed one-way ANOVA, Scheffe`s multiple range, and K-means for comparison on impulse buying, planned buying, fashion leadership, and self-confidence by college women`s cosmetic shopping orientation type. For the study, a questionnaire survey was conduced of 361 women in the Kyoungnam region. The results of this research can be summarized as follows. Shopping orientation was classified hedonic, economic, name brand preferring and careful shopping. With reference to hedonic and economic shopping, they were classified into four type, low-involvement shopping type, economic shopping type, hedonic shopping type, high-involvement shopping type. The high-involvement shopping type and the hedonic shopping type were impulse buying orientated, especially the hedonic shopping type were more impulse buying orientated. The high-involvement shopping type showed the tendencies to the fashion opinion leadership and self-confidence. But low-involvement shopping type showed quite different tendencies. These individual characteristics were supposed to contribute to buying behavior.