할인점에서 의류 구매빈도가 높은 집단과 낮은 집단간 차이 - 할인점 상점속성에 대한 신념 및 할인점 태도 , 정보탐색 및 정보원 사용 , 상품만족도 , 인구통계적 특성 - = Differences between the groups of high purchase of apparel in low - price retailing

다국어 초록 (Multilingual Abstract)

The purposes of this study were 1) to test the differences between two groups who have high and low purchase of apparel in low-price retailing, concerning consumers` beliefs and attitude toward low-price retailing, 2) to identify differences between these two groups in type of information search and use of information sourses and 3) to investigate differences between department store and low-price retailing in consumers satisfaction toward products and purchase frequencies of apparel items, and differences between two groups in demographic variables. The data were collected via a self-administered questionnaire from 474 femail adults in Seoul, Korea and analyzed by factor analysis, t-test and paired t-test. The results of this study were as follows: First, based on a series of t-tests, the results showed that those who had a high purchase of apparel in low-price retailing had significantly higher belief scores on all of the five store attributes and a more favorable attitude toward low-price retailing than did those who had low purchase. Second, those who had high purchase of apparel in low-price retailing had significantly higher scores on ongoing and prepurchase information search, and on use of mass media information and interpersonal information source than did those who had low purchase. Third, in case of high purchase consumers of apparel in low-price retailing, there were not found significant differences between dapartment store and low-price retailing in purchase frequency of man`s and women`s casual wears, sports wear and child wear. But high purchase consumers of apparel in low-price retailing showed higher purchase freqyency on mans and women s formal wear of department stores than low-price retailing. However, low purchase consumers of apparel in low-price retailing revealed significantly higher purchase frequency on all of seven apparel items of department stores than low-price retailing. Finally, there were signifincant differences between two groups in demographic variables. The papers discussed theoretical implications as well as manageral implications.