Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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Purchasing Satisfaction of Apparels on Shopping Orientation in Daegu

의복쇼핑성향과 의복구매만족과의 관계 연구 - 대구지역 여성소비자들을 대상으로 -

  • 최태용 (대구대학교 패션디자인학과) ;
  • 박화순 (대구대학교 패션디자인학과) ;
  • 조은영 (대구대학교 패션디자인학과)
  • Published : 2002.08.01
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Abstract

The purpose of this study is to examine the relationship between shopping orientation and purchasing satisfaction of apparels. To achieve the purpose, this study was carried out by means of questionnaires with female consumers aged from 20s to 50s in Daegu. The data were analysed by the frequency analysis, percentage, reliability test, factor analysis, Pearson's correlation analysis, cluster analysis, one-way ANOVA and Duncan's multiple range analysis. The statistical package for social science 9.0 for Window was used for the statistical processing of the data. The result of this study is summarized as follows. 1. To examine factors which construct female consumers' shopping orientation for apparels, a factor analysis was done, therefore, which obtained 6 factors. Also A factor analysis was done to examine the motivative factors of satisfaction with purchased apparels, 6 factors were obtained. 2. Based on the average score of shopping-orientation factors for apparels, a cluster analysis was done and it was classified into 3 clusters. There were differences in purchasing satisfaction of purchased apparels between the 3 clusters. 3. The differences in variety, shopping convenience, dignity, brand & preference, and convenient selection between the clusters were entirely p<0.001 which were very significant. There were no differences in the quality and service factors between the brand-/practicality-oriented cluster and entertainment-oriented cluster. With other factors, entertainment-oriented cluster was most satisfied than brand-/ practicality oriented cluster. But, self-reliance-oriented cluster was lowest purchasing satisfaction of apparels.

Keywords

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