쇼퍼유형별 백화점 서비스시설 만족도 및 의류구매행동의 차이

The difference of Satisfaction for the Service Facilities of Department Store and Clothing Purchase Behavior on Shopper Typology

The purposes of this study were to investigate the difference of satisfaction for accessory service facilities and clothing purchase behaviors on shopper typology. The questionnaires were administered to 505 women shopped in a department store in Gwang-ju city during september 23-28, 2002. For analysis of data, frequency, factor analysis, cluster analysis, ANOVA, Duncan’s test, t-test, χ²-test and descriptive analysis were applied. The research results are as follow ; 1. Shopper typology classified by three groups: service facility use group, product purchasing group and recreation practical use group based on shopping motivation. 2. The extent of use for accessory service facilities find out in order service facility use group, recreation practical use group and product purchasing group. 3. The results of find out the significant difference among the group on satisfaction for accessory service facilities of department store. 4. The results of find out the significant difference among the group on clothing purchasing behavior.