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A Study on the Classification of Apparel Stores in Seoul, Korea

Abstract

The purposes of this study were: (1) to identify the image dimensions of apparel stores according to how the consumers rate the importance of store attributes; (2) to classify the apparel stores in Seoul, Korea according to consumers' perception of the image attributes of their preferred store; (3) to develop a positioning map of the apparel stores according to their salient image dimensions; and (4) to classify the female adults in Seoul according to the criteria of their preferred store and to describe the characteristics of target customers according to storetype. 'A questionnaire was developed to measure store patronage, perceived importance of the store image attributes, perception of the store image attributes for the respondent's most frequently patronized store, and demographic information. Data from 520 female adults living in Seoul were analyzed. The results were as follows; 1. The image dimensions of fashion stores were product quality, shopping convenience, location, promotion, atmosphere, product information, design characteristics and price. 2. The apparel stores in Seoul were classified into five groups by the perception of store image, which were labeled as national chain store, designer store, specialty store, wholesale store and independent store, according to their discriminant characteristics. 3. According to the positioning map, product quality and location convenience were identified as the most important apparel store type patronage criteria. 4. The female adult group divided by store preference indicated significant differences in the perceived importance of store attributes. Each group showed multi-store patronage.

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이 논문을 인용한 문헌 (7)

  1. 2000. "Effects of Affective Factors on Apparel Buying Behaviors" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 24(3): 361~372 
  2. 2001. "The Effects of Consumers Psychological Characteristics on the Impulse Buying Behaviors of Apparels" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 25(3): 586~597 
  3. 2001. "Clothing Purchase Behaviors of Patrons of Dongdaemun Market" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 25(3): 638~649 
  4. 2003. "Competitive Structure between Department Store and Discount Store based on Consumers' Purchase Intention" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 27(5): 570~581 
  5. 2003. "Clothing Evaluation Criteria and Purchase Intention based on Consumers′ Clothing Shopping Orientation in Cyber Shopping" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 27(7): 789~799 
  6. 2004. "The Influence of Service Quality, Product Quality, Price on Store Patronage for Apparel Stores" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 28(1): 12~21 
  7. 2004. "Criteria of Evaluating Clothing and Web Service on Internal Shopping Mall Related to Purchase Experience" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 28(5): 603~614 

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