Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on Solo Consumers' Shopping Orientation

Solo 소비자의 쇼핑성향에 관한 연구

  • Suh, Yong-Han (Dept. of Distribution Management, Ulsan College)
  • 서용한 (울산과학대학 유통경영과)
  • Received : 2007.04.25
  • Published : 2007.06.30
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Abstract

Changing demographics and social values suggest that marketers will see an increase in the number of solo customers. Solo consumer often have different reasons for their solo consumer shopping experience. Proper offer of the shopping environment or services and proper training of the service provider to recognize these different motivation will result in a higher level of satisfaction for all solo consumer. The purposes of this study are to identify the demographic characteristics of solo consumer and investigate the difference of solo consumer' shopping orientation in clothes shopping process. To test research problems, Data were collected by means of a survey questionnaire, which was sent to 250 single in Pusan and Ulsan. In total, 224 were returned and 25 were unusable because of unacceptable levels of missing data. The Results were summarized as follows: First, solo consumer had higher incomes, and higher education experience. Second, solo consumer and non-solo consumer (companion consumer) group had significantly different shopping orientation about ostentationbrand, convenience, and hedonic.

Keywords

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