The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Purchase Behaviors, Size Combination Suitability & Products Satisfaction for Women's Underwear Sets Sold on TV Home Shopping

TV 홈쇼핑 여성 속옷 세트의 구매행동과 치수 조합 및 품질만족도

  • Received : 2011.10.05
  • Accepted : 2012.04.02
  • Published : 2012.04.30
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Abstract

This study examined size combination suitability of the underwear sets in home shopping and discussed the degree of consumer satisfaction as well as purchase criteria and evaluation after purchase of women's underwear. The survey was conducted from 1st to 15th September 2010 on a total of 300 women aged between 20 to 50, living in Seoul and Gyeonggi-do region who had bought women's underwear through home shopping. The completed data, 245 out of 300, was used for the final analysis. The analysis conducted in the study with SPSS statistics package includes frequency analysis, reliability analysis, factor analysis, chi-square analysis, $t$-test, ANOVA and Duncan's Multiple Range test. Evaluation items on purchase criteria and evaluation after purchase were processed with factor analysis. The results of the present study showed that product differentiation strategies are required based on age in order to improve consumer satisfaction and repurchase intention in home shopping underwear. Moreover, most of underwear products sold in sets in home shopping are provided based on the brassiere size. As a result, women who do not fit into the home shopping underwear size combination may be less satisfied. When consumers choose their own brassier and briefs size or combinations of various brassier and briefs sizes, it would increase consumer satisfaction.

Keywords

References

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