Abstract

The purpose of this study was to examine the comprehensive relationships among personal characteristics, shopping orientations, and attitude which impact department store patronage behavior of apparel shopping. The data were collected via questionnaires from convenient samples of 290 female college students. Statistical analysis of factor analysis and multiple regression analysis were performed in analysing the data. The shopping orientations seemed to be the most important variable in predicting both attitude toward and patronage behavior of department store for apparel shopping. In predicting shopping orientations, material value and income found to be the important variables.

Keywords

• attitude toward store;
• shopping orientation;
• store patronage behavior

• 점포에 대한 태도;
• 쇼핑성향;
• 점포에고행동;