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소비자의 의복 구매성향과 구매기준에 관한 연구 -슈트와 블라우스를 중심으로-
Consumer Clothing Shopping Orientations and Purchase Criteria -With a Suit and Blouse-

이명희    (성신여자대학교 의류학과  );
  • 초록

    The objectives of this study were to classify the contents of clothing shopping orientation, to group women into shopper types, and to examine the differences in clothing purchase criteria according to the shopper types. Samples were 335 women(20-49 years of age) in Seoul, Korea. The data were analyzed using factor analysis, cluster analysis, one-way ANOVA, Duncan's multiple range test, X2 test, paired t-test, multiple regression analysis. The results of the study were the followings. 1. Five factors of clothing shopping orientation derived by factor analysis : F.1 'impulsive shopping' ; F.2 'rational shopping' ; F.3 'independent shopping' ; F.4 'economic shopping' ; F.5 'convenient shopping'. Three shopper types were classified by cluster analysis of the 5 factors : T.1 'convenient shopper' ; T.2 'impulsive shopper' ; T.3 'rational shopper'. 2. Significant differences were found among the 3 shopper types in all clothing purchase criteria. Rational shopper perceived all purchase criteria as more important than did the other 2 types. Impulsive shopper perceived 'fashion', 'attractiveness', 'style', and 'bland' as more important than did convenient shopper. 3. Married women and unemployed women were more distributed in rational shopper, while the unmarried and the employed more in impulsive shopper. Impulsive shopper used more credit care, purchased suits and blouses at department store and brand specialty store more than did rational shopper. Rational shopper purchased at discount store and wholesale store more than did impulsive shopper. 4. Women assessed 'color and fabric design' as most important in suit and blouse purchase criteria. 'Care' was perceived more important in blouses than in suits, and the other 9 purchase criteria(fashion, attractiveness, style, color and fabric design, fabric, durability, costruction, comfort, and brand) were perceived more important in suits than in blouses. 5. Rational and economic shopping orientation scores were higher in suit purchase than in blouse, while impulsive, independent, and convenient shopping orientation scores were higher in blouse purchase. 6. Post-purchase suit satisfaction was influenced by rational shopping orientation, educational level, style, income, and comfort. The explanatory power of the 5 variables was 17.2%. Post-purchase blouse satisfaction was influenced by style, care, rational shopping orientation, and independent shopping orientation. The explanatory power of the 4 variables was 10.2%.


  • 이 논문을 인용한 문헌 (4)

    1. 2000. "The Effects of Situation Factors and Consumption Values on the Impulse Buying Behaviors in Apparel Store" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 24(6): 873~883     
    2. 2001. "Clothing Purchase Behaviors of Patrons of Dongdaemun Market" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 25(3): 638~649     
    3. 2002. "The Effects of Apparel Store Services on Impulsive Buying Behaviors" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 26(11): 1615~1626     
    4. 2003. "A Study on Shopping Orientation and Post-Purchase of Cosmetics" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 27(2): 250~260     

 저자의 다른 논문

  • 이명희 (84)

    1. 1987 "학령기 아동의 의복행동 측정도구 개발에 관한 연구 -4, 5, 6학년 아동을 중심으로-" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles 11 (2): 1~11    
    2. 1989 "정상인과 신체장애자의 성격특성이 의복행동에 미치는 영향" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles 13 (4): 347~356    
    3. 1992 "가치관과 의복이미지 및 의복디자인 선호도에 관한 연구" 服飾 = Journal of the Korean Society of Costume 18 (): 269~281    
    4. 1993 "한국과 미국 남녀 대학생의 의복이미지 선호도와 성역할 정체감에 관한 연구" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles 17 (3): 367~379    
    5. 1995 "의류광고 안내지(DM) 관심도와 소비자 특성과의 관계" 服飾 = Journal of the Korean Society of Costume 26 (): 211~220    
    6. 1995 "노년기 여성의 라이프 스타일과 의복관여에 관한 연구" 服飾 = Journal of the Korean Society of Costume 25 (): 233~247    
    7. 1997 "셔츠 및 청바지의 상표선택과 소비자 특성에 관한 연구" 대한가정학회지 = Journal of the Korean Home Economics Association 35 (1): 263~276    
    8. 1997 "성역할 정체감, 성 및 연령에 따른 의복 무늬 선호에 관한 연구" 服飾 = Journal of the Korean Society of Costume 33 (): 255~267    
    9. 1997 "침구류 디자인 선호도와 구매동기에 관한연구 -색과무늬를 중심으로-" 服飾 = Journal of the Korean Society of Costume 35 (): 181~193    
    10. 1997 "여대생의 의복 충동구매 차원과 충동구매에 영향을 미치는 변인 연구 -유행몰입과 유명상표 선호도와의 관련성을 중심으로-" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles 21 (1): 35~45    

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