중국 대학생의 의복 쇼핑 성향에 따른 점포 평가 기준, 의복 평가 기준 및 캐쥬얼 의류 구매 행동 Store Evaluative Criteria, Clothing Evaluative Criteria, and Purchasing Behavior for Casual Wear according to Shopping Orientation of Chinese College Students원문보기
The purpose of this study was to identify the differences in store evaluative criteria, clothing evaluative criteria, and purchasing behavior for casual wear among groups with different types of shopping orientation. Data were collected from 175 female and 169 male college students living in Beijing...
The purpose of this study was to identify the differences in store evaluative criteria, clothing evaluative criteria, and purchasing behavior for casual wear among groups with different types of shopping orientation. Data were collected from 175 female and 169 male college students living in Beijing, and analysed by factor analysis, cluster analysis, ANDVA, Duncan test, crosstabulation analysis, and frequency analysis. Chinese college students were classified into four groups by their shopping orientations; fashion-pursuit type, individuality-pursuit type, practical type, and apathetic type. Significant differences were found in store evaluative criteria, clothing evaluative criteria, purchasing behaviors, and demographic characteristics. The fashion-pursuit type and individuality-pursuit type were more influenced by store location and service, product attributes, and fashion. They purchased more frequently and spent more money. Esthetic clothing evaluative criteria were considered more important by the individuality-pursuit type than the others, and symbolic clothing evaluative criteria by the fashion-pursuit type.
The purpose of this study was to identify the differences in store evaluative criteria, clothing evaluative criteria, and purchasing behavior for casual wear among groups with different types of shopping orientation. Data were collected from 175 female and 169 male college students living in Beijing, and analysed by factor analysis, cluster analysis, ANDVA, Duncan test, crosstabulation analysis, and frequency analysis. Chinese college students were classified into four groups by their shopping orientations; fashion-pursuit type, individuality-pursuit type, practical type, and apathetic type. Significant differences were found in store evaluative criteria, clothing evaluative criteria, purchasing behaviors, and demographic characteristics. The fashion-pursuit type and individuality-pursuit type were more influenced by store location and service, product attributes, and fashion. They purchased more frequently and spent more money. Esthetic clothing evaluative criteria were considered more important by the individuality-pursuit type than the others, and symbolic clothing evaluative criteria by the fashion-pursuit type.
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이에 본 연구에서는 중국 캐쥬얼 시장의 주 소비자인 중국 대학생을 대상으로 하여 시장 세분화의 중요한 기준으로 소비자 행동을 설명해주는 중요한 변인인 의류 쇼핑 성향의 특성을 알아보고, 이를 기준으로 소비자를 유형화하고, 각 집단별 인구통계적 특성, 점포 평가 기준, 의복 평가 기준, 캐쥬얼 의류의 구매 행동의 차이를 밝히고자 한다.
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