우리나라 인바운드 관광객의 의류상품 구매동기 분석

A Empirical Study on the Motivation of Clothing Merchandise Purchase by In-Bound Tourists Visiting Korea

Taking In-Bound tourists visiting Korea as the objects of investigation, this research tried to analyze practically their motivations of the purchase of clothing merchandise. For this, we divided the foreign tourists into three groups as of Japanese speaking, Chinese speaking, and of Western language speaking, and tried to figure out what the differences are among these groups. The research result is as follows : First, as a result of the factor analysis of the motivation of the purchase of clothing merchandise as souvenirs, there emerged six factor levels such as psychology, utility, fashion, and commemoration of tour, impulse, and economy. Second, as a result of group analysis on the basis of the motivational factors of clothing merchandise purchase, there appeared three groups such as of the type of clothing purchase pursuit, of the type of mental diversion pursuit, and of the type of tour commemoration pursuit. Third, as a result of the analysis on the meaningful difference among three groups on the basis of the statistics of population, there emerged meaningful differences among different groups of language speakers, and among different age groups. Fourth, as a result of analysis on the basis of the information source and tour type of foreign visitors who purchased clothing at the Dongdaemun Market, there emerged meaningful differences only according the information source. Fifth, as a result of analysis about the difference among the divided groups on the shopping hours and money amount spent for shopping, there emerged meaningful differences.