미국상점의 환불제도하의 의복구매행동 특성 - 미국거주 한국인을 대상으로 - = The Characteristics of Clothing Buying Behavior Under The Refund Policy of U. S. Stores - Focus on Korean Subjects Living in U. S. -

다국어 초록 (Multilingual Abstract)

The main objectives of this study were to investigate the characteristics of clothing buying behavior under the refund policy of stores(CCBBURPS) and the influence variables on CCBBURPS, and to build the model of CCBBURPS. Additionally, frequency and reasons for refund were researched. The interviews with 26 subjects, the reviews of previous studies and the empirical investigations were processed for the study. The data was collected from 163 Korean females living in U.S., and analyzed by frequency, mean, factor analysis, x^2-test, t-test, and regression. The following results were found: the easyness of decision making(EDM), the loyalty of refund policy store(LRPS) and the increase of buying(IB) were found as the characteristics of clothing buying behaviors under the refund policy. EDM, LRPS and lB were influenced by clothing attitudes- shopping involvement and perceived buying risk-. The frequency of refund with 10 purchases was usually 0∼1 times(38.7%) or 1∼2 times(38.7%). The reasons for refund were: ① size, ② unflattering appearance, ③ design, ④comfort. The model of CCBBURPS was built based on the above findings[fig.1].