Abstract

The purpose of this study is to identify different consumer clusters based on clothing involvement and to examine the differences in consumer characteristics related to clothing purchasing. As consumer behavior characteristics, this study included visiting purpose of Internet shopping malls, purchasing situation, consumer confidence, and clothing satisfaction. Data were gathered by surveying university students living in Seoul metropolitan area using convenience sampling, and 321 questionnaires were used in the statistical analysis. In analyzing data, cluster analysis and one-way ANOVA were conducted. The cluster analysis identified four different consumer clusters, and there were significant differences in the consumer behavior characteristics among the four clothing involvement clusters.

Keywords

• clothing involvement;
• purchasing situation;
• consumer confidence;
• clothing satisfaction

• 의복 관여;
• 구매 상황;
• 소비자 자신감;
• 의복 만족;