여대생들의 의복쇼핑성향과 시장행동 = College Women's Clothing Shopping Orientation and Market Behavior

다국어 초록 (Multilingual Abstract)

The purposes of the study were (1) to segment the female college apparel market based on clothing shopping orientation and (2) to develop a profile of each segment regard to fashion life style, information sources, clothing selection criteria, the import ance of store attributes and patronage behavior.
The data were collected through questionaire by random sample of 526 female college students.
By cluster analysis of shopping orientation factors, four groups were identified (apa thetic apparcl shopper, highly involved appare shopper, economic apparel shopper, psycho socializing apparel shopper).
Four groups were then compared through multivariate analysis of variance and
chi-square statistics on 3 fashion life style factors, 11 information sources, 10 clothing selection criterias, 9 store attributes and 1 patronage behavior variable.
Significant difference were found among the four groups on all these variables which indicate that clothing shopping orientation can be a useful base for segmenting female apparel marked and these groups are unique in terms of the above 5variables

목차 (Table of Contents)

• Abstract
• I. 서론
• II. 이론적 배경
• 1. 쇼핑성향과 라이프스타일
• 2. 쇼핑성향과 정보원
• 의복 선택기준
• 상점속성의 중요성
• 상점애고
• III. 연구방법
• 1. 표집 대상 및 자료 수집
• 2. 측정 도구
• 3. 통계 분석
• IV. 연구 결과 및 논의
• 1. 요인 분석
• 2. 의복 쇼핑성향 군집 분석
• 3. 의복 쇼핑성향 세분집단의 특성
• V. 결론
• 1. 요약 및 결론
• 2. 패션 마케팅에 대한 시사점
• 참고문헌