고소득층 소비자의 쇼핑성향과 의류상품구매행동 특성 = 서울 강남지역 여성들을 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study were to find out general characteristics of apparel purchase behavior of high-income consumers, and to segment the high-income consumers according to their shopping attitude. One hundred and ninety-five high-income consumers living in Kang-nam area of Seoul were surveyed, and the following results were found: 1) high-income consumers were less conscious of `price`, and more conscious of `prestige` and `design` compared to the ordinary consumers, (2) and prefer information they gain during store shopping to mass communication information. (3) High-income consumers were more agreed on `price-conscious shopping attitude` than `conspicuous` & `hedonic shopping attitude`. (4) According to shopping attitude, high-imcome consumers were divided into two different segments, `conspicuous&hedonic group` and `reasonable shopping group`, and their age, income, and purchase behavior factors were significantly different from each other.