의복쇼핑가치유형에 따른 소비자 특성 연구

A Study on the Consumer Characteristics According to Apparel Shopping Value

The purposes of this study were to identify the shoppers by the apparel shopping values and to examine the differences among shopper groups with clothing attitude, clothing purchase behavior. clothing-price-related behavior and demographics characteristics. Responses from 398 adult female living in Seoul area were collected and analyzed. The results were as follows: According to the factor scores of apparel shopping values, shoppers were segmented into four shopper types : low shopping involved shopper. high shopping involved shopper, hedonic shopper, utilitarian shopper. And analysis of variance and duncan test revealed the fact that each type of shopper was influenced by clothing attitude, clothing purchase behavior, clothing price-related behavior and demographics.