Abstract

The purpose of this study is to analyze the shopping orientation and purchase behavior of missy women who are the main consumers of baby's wear and to identify the differences between decision criteria for baby's wear purchase and purchase behavior by their types of shopping orientation. The results of this study are as followings: 1. The analysis of shopping orientation shows that there are five factors; pleasure-oriented, practicality-oriented, impulse-oriented, store-devoted, and individual-oriented shopping. The group analysis shows that there are five groups; store-devoted shopping group, individual-oriented shopping group, impulse-oriented shopping group, practicality-oriented shopping group and pleasure-oriented shopping group. 2. The analysis of the differences in decision criteria for baby's wear purchase by the types of shopping orientation demonstrates that there are significance differences in all variables except price and design variables. The results show that store-devoted shopping group puts an emphasis on the quality and practicality. Individual-oriented shopping group emphasizes practicality. Impulse-oriented shopping group considers brand image and fashionableness. Practicality-oriented shopping group focuses on practicality. And pleasure-oriented shopping group regards brand image and fashionableness. 3. In order to find out the purchase behavior by the types of shopping orientation, several variables, such as favored images by the types, information resources, store selection behavior, purchase expanses, purchase frequency, and the ratio of purchasing imported baby's wear, are analyzed. The results show no significant differences among them.

Keywords

• Clothing Purchase Behavior;
• Shopping Orientation

• 쇼핑성향;
• 유아복 구매행동;