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아동복 주부소비자의 쇼핑성향과 정보원 활용에 관한 연구 원문보기
(A) Study on Shopping Orientations and Utilizaion of Information Sources When Housewife Consumers Buy Their Children`s Clothing

  • 저자

    박은미

  • 학위수여기관

    동덕여자대학교 대학원

  • 학위구분

    국내석사

  • 학과

    의상학과 패션마케팅 전공

  • 지도교수

  • 발행년도

    2003

  • 총페이지

    vii, 86p.

  • 키워드

    아동복 주부소비자 쇼핑성향 정보원활용;

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T10070275&outLink=K  

  • 초록

    본 연구의 목적은 아동복 주부소비자의 구매행동과 인구통계적 특성에 쇼핑성향과 정보원 활용에 대해 알아봄으로써 세분화된 아동복 시장에 마케팅전략과 광고 기획 수립에 있어 기초자료를 제공하는데 있다. 본 연구의 조사방법은 설문지를 이용한 조사방법을 사용했으며 서울 지역에 초등학생 자녀를 둔 주부를 대상으로 414를 수집하였다. 자료분석 방법은 SPSS Package Program 통계 프로그램을 사용하였고 요인분석, 빈도분석과 백분율, 집단 분류분석, 요인분석, 분산분석, Duncan's을 실시하였다. 첫째, 아동복 주부소비자의 쇼핑성향을 요인분석을 한 결과 경제적 쇼핑성향, 쾌락적 쇼핑성향, 편의적 쇼핑성향, 점포 충성적 쇼핑성향, 유행추구 쇼핑성향, 지위적 쇼핑성향의 6가지 요인으로 구성되었다. 정보원 활용은 인쇄광고 정보원, 방송매체정보원, 관찰정보원, 인적 정보원 4가지 요인으로 구성되었다. 둘째, 아동복 주부소비자의 매체 활용도에 따른 집단간 쇼핑성향의 차이에서 월간잡지, 인터넷, TV정보원 활용에서 유의한 차이가 있었다. 월간잡지 정보원 활용에서 1시간이상 활용자가 지위추구 쇼핑성향이 높았고, 30분 미만과 30분∼l시간미만 활용자가 편의추구 및 경제적 쇼핑성향이 높았다. 인터넷 정보원 활용에서는 3시간이상 활용자가 유행추구 성향이 높았고, 30분 미만과 1∼2시간 활용자가 경제적 쇼핑성향이 높았다. 또한 TV정보원 활용에서는 지위추구 쇼핑성향은 1∼2시간 활용자가, 유행추구 쇼핑성향은 3시간이상 활용자가 높은 것으로 나타났다. 셋째, 아동복 주부소비자의 아동복 구매행동에 따른 집단간 쇼핑성향과 정보원 활용의 차이를 분석한 결과 구매 벌 수에서는 유행추구, 편의추구, 경제적, 충성적 쇼핑성향이 1∼2벌 구매자가 공통적으로 높았으며 코트 한벌 당구입비용에서 지위추구에서는 10∼20만원 미만과 30∼40만원 미만 구매자가 높았으며 유행추구와 경제적 쇼핑성향은 5∼10만원미만 구매자가 공통적으로 높았다. 구입장소는 편의추구 쇼핑성향에서는 의류 브랜드 대리점 구매자가 경제적 쇼핑성향은 동네인근 상가와 의류브랜드 대리점 구매자가 높게 나타났다. 넷째, 정보원 활용간의 차이에서는 구매횟수에서 방송매체와 인쇄광고 활용은 5∼6벌과 7벌이상 구매자가 공통적으로 높게 나타났다. 구매장소에서는 백화점 구매자가 방송매체와 인쇄광고 활용에 공통적으로 높게 나타났다. 다섯째, 인구통계학적 특성에 따른 아동복 소비자의 쇼핑성향의 차이에서 연령은 편의추구 쇼핑성향과 경제적 쇼핑성향에 있어서 유의한 차이를 나타냈으며 31∼35세 집단이 높았다. 학력에서는 경제적 쇼핑성향에서 고졸이하 집단이 높은 것으로 나타났으며 직업유무에서는 직업이 있는 집단이 높은 것으로 나타났다. 여섯째, 인구통계학적 특성에 따른 정보원 활용의 차이에서 연령에서는 25세이하, 36세∼30세, 31세∼35세 집단에서 방송매체, 인쇄광고, 인적 정보원 활용이 공통적으로 높았다. 학력에서는 전문대 또는 대졸, 대학원 이상 집단에서 방송매체와 인쇄광고 정보원 활용이 높게 나타났다.


    The purpose of this study was to provide basic materials for formulating the marketing strategy and advertising plan in the segmented children's clothing market by attempting to investigate the propensity to shopping and use of information sources in relation to the purchase behavior and demographic characteristics of the housewife consumers of children's clothing. This study employed the questionnaire research as the research method and 414 questionnaires distributed to housewives with elementary schoolchildren in Seoul were returned. It use the SPSS for data analysis and conducted statistical techniques such as factor analysis, frequency analysis, percentage, classification analysis, analysis of variance, Duncan's multiple range test. First, an attempt was made to make factor analysis of the propensity to shopping among housewife consumers of children's clothing. As a result, it was found that it was made up of such six factors as the propensity to economical shopping, the propensity to pleasant shopping, the propensity to convenient shopping, the propensity to store-loyalty shopping, the propensity to fashion-pursuing shopping and the propensity to position-pursuing shopping. The source of information used by them was composed of the information source of printed advertising, the information source of broadcasting media, the information source of observations and the human information source. Second, it was found that there was a significant difference in the use of monthly magazines, Internet and TV information sources in relation to the difference in the propensity to shopping between groups according to the degree of media used by the housewife consumers of children's clothing. Those using the information source of monthly magazines for one to two hours showed the high level of propensity to position-pursuing shopping. Those using the information source of monthly magazines for less than 30 minutes or for 30 minutes to less than one hour showed the high level of propensity to convenience-pursuing and economical shopping. In using the information source of the Internet, those using it for more than three hours showed the high propensity to fashion-pursuing shopping and those using it for less than 30 minutes or for one to two hours showed the high propensity to economical shopping. And in using the information source of TV, those using it for one to two hours showed the high propensity to position-pursuing shopping and those using it for more than three hours had the high propensity to fashion-pursuing shopping. Third, an attempt was made to analyze the difference in the propensity to shopping and the use of information sources between groups according to housewife consumers' purchase behavior of children's clothing. As a result, housewife consumers buying one to two pairs of children's clothing commonly showed the high propensity to fashion-pursuing, convenience-pursuing, economical and loyal shopping according to purchased pairs of children's clothing. Those housewife consumers purchasing children's clothing worth of 100,000 to less than 200,000won and worth of 300,000 to less than 400,000won showed the high propensity to position-pursuing shopping according to the purchase cost per pair of coat. The housewife consumers spending 50,000 to less than 100,000won on children's clothing commonly showed the high propensity to fashion-pursuing and economical shopping. Depending on the purchasing place. the housewife consumers buying children's clothing at the clothing brand distributors showed the high propensity to convenience-pursuing shopping and those buying it at the neighboring store and clothing brand distributor showed the high propensity to economical shopping. Fourth, it was found that there was a difference in the use of information sources, and the housewife consumers buying 5 to 6 pairs of clothing and more than 7 pairs showed the high use of broadcasting media and printed advertising in relation to the frequency of purchase. In terms of the purchasing place, the housewife consumers buying children's clothing at the department store showed the high use of broadcasting media and printed advertising. Fifth, an attempt was made to investigate the difference in the propensity to shopping between consumers of children's clothing according to demographic characteristics. It was found that there was a significant difference in the propensity to convenience-pursuing shopping and the propensity to economical shopping according to age. The age group belonging to 31 to 35 years old showed the high propensity. In terms of educational level, the group having the educational level of graduation from less than high school showed the high propensity to economical shopping and the group having jobs showed the high propensity in terms of absence or presence of job. Sixth, an attempt was made to investigate the difference in the use of information source according to demographic characteristics. As a result, it was found that the age group belonging to 30 to 36 years old and 31 to 35 years old commonly showed the high use of broadcasting media, printed advertising and human information sources. In terms of educational level, the group graduated from junior college or college and more than graduate school showed the high use of such information sources as broadcasting media, printed advertising.


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