- 인터넷 매장과 오프라인 매장의 혼합 선택에 따른 소비자 의복 쇼핑 성향 및 쇼핑 행동 차이 연구
- ㆍ 저자명
- 김세희,Kim. Sae-Hee
- ㆍ 간행물명
- 한국의류학회지
- ㆍ 권/호정보
- 2009년|33권 5호|pp.764-774 (11 pages)
- ㆍ 발행정보
- 한국의류학회
- ㆍ 파일정보
- 정기간행물| PDF텍스트
- ㆍ 주제분야
- 기타
The purpose of this study is to investigate the differences in consumer clothing shopping orientation and shopping behaviors by the multi-selection of internet and offline stores. The data were collected from 201 men and women in their twenties and the respondents were grouped into three as internet-store users, multi-store users, and offline-store users. The data were analyzed using factor analysis, ANOVA, post-hoc analysis, frequency analysis, and chi-square analysis. The results are as following. First, the clothing shopping orientation was partly different among the groups. Regarding the offline shopping orientation, the groups showed difference in the impulsive orientation, and regarding the online shopping orientation, the groups showed differences in the goal oriented and enjoying orientation. In all the three cases, the internet users showed strongest orientation, and the next were multi-store users and offline-store users. The cause of these results were explained as the familiarity and experience with the channel. Second, the clothing shopping behaviors were also partly different among the groups. The groups showed no differences in the preferred store type and benefits sought, but showed significant difference in the attitude toward the internet shopping. The internet-store users showed most positive attitude, and the next were multi-store users and offline-store users.