The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Differences in store selection criteria and store visits according to consumers' shopping values

쇼핑가치에 따른 점포선택기준과 패션점포 유형별 방문정도의 차이

  • Park, Jung-Kwon (Dept. of Clothing & Textiles, Graduate School, Hanyang University) ;
  • Lee, Hyun-Jung (Dept. of Clothing & Textiles, Graduate School, Hanyang University) ;
  • Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
  • 박정권 (한양대학교 대학원 의류학과) ;
  • 이현정 (한양대학교 대학원 의류학과) ;
  • 이규혜 (한양대학교 의류학과)
  • Received : 2012.10.31
  • Accepted : 2012.12.04
  • Published : 2012.12.31
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Abstract

Fashion companies are faced with more severe competition with the emergence of new types of retail formats. Retailers are coming up with new shopping values to maximize their profits and benefits of customers. The aim of this study was to study shopping values and analyze differences in store selection criteria and store visits among. The respondents were males and females with ages ranging from the 20's to the 40's, residing in Seoul and the Gyeonggi area. Data were collected via both online and offline. Data from 427 respondents were analyzed using SPSS 17.0. Results indicated that there were three categories including hedonic, informative, and reliable shopping values from the factors for clothing shopping values. They form three types of consumer groups such as active, passive-reliable, and hedonic-informative shopping value groups. These three groups were different in terms of demographic characteristics. For the factor influencing store preference, the range of product selection and customer service were the two significant features that showed substantial differences in the shopping value groups store's atmosphere, salespeople, convenient location, price, and brand store did not have significant differences across groups. Retailers of each fashion retail formats have to consider consumers shopping values for their retail decision makings.

Keywords

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