Abstract

This study intends to provide a beneficial foundation which can aid our understanding of how a clothing consumer group can be classified according to the clothing buying motives, and what differences are there about the importances of stroe image attribute among them and how consumer's preferences to the store image are shown differently among them and ultimately, some concrete data which can be useful in establishing efficient store image strategies for clothing stores. 413 subjects were gathered through convenience sampling method and, for data analysis, cronbach'$\alpha$, frequency, percentage, mean, $x^{2}-text$, 1-test, ANOVA, Duncan Multiple Range Test, Factor Analysis, Cluster Analysis were conducted. The results are as follows; 1. Three kind of factors in the clothing buying motives were determined for analysis of consumers group and by which it was revealed as to be significant for us to classify them four subdivisions; those of fashion pursuit group, self display group, financial utilitarian group, individual group. 2. Importance on store image attribute was revealed then the middle aged women regarded quality, price, service in order as more important factors than others. 3. Store image preferences show significantly when concerned with quality, price, fashion, impression and age of store personnel, convenience for exchanging and returning goods, credit, delivery and repair, mailing of catalogue and discount coupon, exit from, brightness of store among consumer groups. From these findings, concretely store image strategies are proposed.

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1. 2001. "Service Dimensions of Apparel Product Salesperson and Importance of Service Dimension by Apparel Product Type" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 25(5): 933~944  원문보기 상세보기
2. 2001. "The Clothing Purchasing Behavior of Adolescent groups according to Shopping Orientation" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 25(6): 1179~1190  원문보기 상세보기