중국 20~30대 여성 소비자의 쇼핑성향에 따른 의류제품의 인터넷 쇼핑행동 연구 A study on internet shopping behaviors for clothing according to shopping orientation of chinese female consumers in their 20s~30s원문보기
The purposes of this study were to investigate Chinese female consumers' shopping orientation and clothing shopping behaviors on the internet and to find the differences in internet shopping behaviors of consumer groups segmented by clothing shopping orientation. The subjects were 417 women in their...
The purposes of this study were to investigate Chinese female consumers' shopping orientation and clothing shopping behaviors on the internet and to find the differences in internet shopping behaviors of consumer groups segmented by clothing shopping orientation. The subjects were 417 women in their 20s and 30s from the Gillim Province, China. The research method was a survey, and the questionnaire consisted of a clothing shopping orientation subscale, clothing, their shopping behaviors via the internet, and the subjects' demographic characteristics. For data analysis, a frequency analysis, a cross-tab analysis, a factor analysis, a cluster analysis, ANOVA, and Duncan's multiple range test were performed. The results of this study were as follows. The clothing shopping orientation was derived using five factors (trend pursuit, pleasure pursuit, brand pursuit, economic pursuit, and convenience pursuit). Chinese female consumers were classified into three groups (hedonic group, ambivalent group, and practical group) by clothing shopping orientation. These three groups showed many significant differences in their clothing shopping behaviors on the internet. The hedonic group preferred the specialty and cross-border shopping malls, and considered product quality and trend as their main purchase motives. The ambivalent group considered the convenience of the purchase and trend as important motives as compared to the other groups, and they use more various product selection criteria. The practical group considered low price and convenience and the search simplicity of various products as major purchase motives. In addition, the hedonic and ambivalent groups had a higher purchase satisfaction and purchase intention from internet shopping than the practical group. This study suggested that clothing shopping orientation is one of the useful segmentation variables and fashion marketers needed to establish differentiated marketing strategies for each consumer group that is segmented by clothing shopping orientation.
The purposes of this study were to investigate Chinese female consumers' shopping orientation and clothing shopping behaviors on the internet and to find the differences in internet shopping behaviors of consumer groups segmented by clothing shopping orientation. The subjects were 417 women in their 20s and 30s from the Gillim Province, China. The research method was a survey, and the questionnaire consisted of a clothing shopping orientation subscale, clothing, their shopping behaviors via the internet, and the subjects' demographic characteristics. For data analysis, a frequency analysis, a cross-tab analysis, a factor analysis, a cluster analysis, ANOVA, and Duncan's multiple range test were performed. The results of this study were as follows. The clothing shopping orientation was derived using five factors (trend pursuit, pleasure pursuit, brand pursuit, economic pursuit, and convenience pursuit). Chinese female consumers were classified into three groups (hedonic group, ambivalent group, and practical group) by clothing shopping orientation. These three groups showed many significant differences in their clothing shopping behaviors on the internet. The hedonic group preferred the specialty and cross-border shopping malls, and considered product quality and trend as their main purchase motives. The ambivalent group considered the convenience of the purchase and trend as important motives as compared to the other groups, and they use more various product selection criteria. The practical group considered low price and convenience and the search simplicity of various products as major purchase motives. In addition, the hedonic and ambivalent groups had a higher purchase satisfaction and purchase intention from internet shopping than the practical group. This study suggested that clothing shopping orientation is one of the useful segmentation variables and fashion marketers needed to establish differentiated marketing strategies for each consumer group that is segmented by clothing shopping orientation.
여성은 본인의 생활용품 뿐만 아니라 아동, 노인, 남성 등 가족구성원의 생활용품에 대한 구매결정자로서 소비생활을 주도하는 중요한 집단이므로, 중국 여성소비자의 소비자 특성을 파악하는 것은 매우 중요하다. 그 중에서도 현재 20대와 30대에 해당하는 빠링허우(80后)와 지우링허우(90后) 세대의 소비자들은 매우 중요한 소비시장으로 주목받고 있다. 이들은 중국에서 실행했던 산아제한정책으로 인하여 대부분이 외동 자녀이며, 중국의 개혁 개방과 경제체제 변환의 과도기에 태어나 다양한 변화를 경험하면서 외국의 문물에 대해 개방적인 태도를 지니고 있다.
빠링허우(80后)와 지우링허우(90后) 세대는 무엇인가?
그 중에서도 현재 20대와 30대에 해당하는 빠링허우(80后)와 지우링허우(90后) 세대의 소비자들은 매우 중요한 소비시장으로 주목받고 있다. 이들은 중국에서 실행했던 산아제한정책으로 인하여 대부분이 외동 자녀이며, 중국의 개혁 개방과 경제체제 변환의 과도기에 태어나 다양한 변화를 경험하면서 외국의 문물에 대해 개방적인 태도를 지니고 있다. 또한 시장경제 체제의 도입으로 인해 경제가 급격히 성장하고 생활수준이 향상되면서 유행에 민감하고 물질적인 풍요로움을 추구하는 경향이 강해 소비에도 매우 적극적인 태도를 지녔다(패션넷코리아, 2016). 이들은 이전 세대와는 구별되는 매우 다양한 욕구와 취향, 생활패턴 및 구매행동을 보이고 있으며, 이러한 경향은 특히 패션제품에서 특징적으로 나타난다. 따라서 중국 여성소비자를 표적시장으로 하는 패션업체는 빠르게 변화하는 소비자의 취향과 욕구를 반영하여 더욱 세분화, 심화한 마케팅 및 시장경영이 필요한 시기이다.
대표적인 중국의 인터넷 쇼핑시장은 무엇이 있는가?
또한 국제전자상거래가 소비시장의 새로운 성장부문으로 대두되고 있는데, 중국의 국제 전자상거래 평균 성장률은 40%에 달한다. 현재 중국의 인터넷 쇼핑시장은 알리바바 그룹(阿里巴巴集团), 징동(JD, 京东)이 매우 높은 시장점유율을 보이며, 최근에는 타오바오(淘宝)를 중심으로 B2C 플랫폼이 빠르게 발전하고 있다. 한편, 인터넷 쇼핑을 통해구입한 품목을 살펴보면, 저렴한 생활용품에서부터 고가의 디지털용품에 이르기까지 광범위한데, 특히 의류, 생활용품, 쥬얼리 등의 구매비중이 뚜렷하게 증가하고 있는 것으로 나타났다.
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