의복쇼핑가치 측정에 관한 연구

A Study on Measuring the Apparel Shopping Value

Consumer researchers' growing interest in consumer experience has revealed that many consumption activities produce both hedonic and utilitarian outcomes. Thus there is an increasing need for scales to assess consumer perceptions of clothing shopping values including both hedonic and utilitarian values. This article describes the development of a scale measuring values obtained from the pervasive consumption. experience of apparel shopping. The author develops and validates the scale using a multistep process. The result demonstrates that the distinct hedonic, informational and utilitarian shopping value dimensions exist and are related to a number of important consumption variables.