소비자의 의복관여도와 점포평가기준에 관한 연구

A study on Consumer’s Clothing Involvement and Store Evaluative Criteria

As the types of apparel stores have become diverse, consumer’s store choice behavior has also become various. It is therefore quite important to have the information about the changes in consumers’ store evaluative criteria depending on the level of their clothing involvements. This study purposes to examine the relationship between consumers’ clothing involvements and their store evaluative criteria and to provide information for market segmentation through examining the relationships among demographic variables, levels of clothing involvements, store evaluative criteria. Based on studies on the definition of the clothing involvement and its evaluation, a survey was performed on 434 adult women in Kwangju, with their ages ranging from 20 to 59. The frequency of clothing involvements were evaluated and those who belonged to the upper 25% were classified as highly-involving consumers and those who belonged to the lower 25% were classified as lowly-involving consumers. Then the Chi-square analysis, t-test, factor analysis, one-way ANOVA and the Duncan test were carried out on the collected data. The results were as follows: 1. When it comes to the relationships between demographic variables and the levels of clothing involvements, consumers’ age, marital status, education, and employment proved to have significant influences. 2. Five dimensions such as the atmosphere and location of store, properties of goods, prestige and diversity of brands and service for purchase promotion appeared important store evaluative criteria. Age, marital status, education and employment gave partly significant influences on the store evaluative criteria. 3. When the relationship between the clothing involvement and store evaluative criteria was analyzed, four dimensions--the atmosphere of store, properties of goods, diversity and prestige of brands and service for purchase promotion service--caused significant differences.