한국의류산업학회지 (Fashion & Textile Research Journal)

  • 제7권5호
  • /
  • Pages.509-518
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  • 2005
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  • 1229-2060(pISSN)
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  • 2287-5743(eISSN)
한국의류산업학회 (The Society of Fashion and Textile Industry)
권호 표지

패션소매점 애고의도에 미치는 소비자 특성에 관한 연구

The Influence of Consumer Characteristics' on Store Patronage Intention

  • 남미우 (서경대학교 패션디자인학과)
  • Nam, Mi-Woo (Dept. of Fashion Design, Seokyeong University)
  • 투고 : 2005.08.31
  • 발행 : 2005.10.31
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초록

In recent years retail competition has intensified, generally as a consequence of technologies, more sophisticated management practices and industry consolidation. An understanding of current customers' loyalty intentions and their determinants is an important basis for the identification of optimal retailer actions. The focus of this study is to examine the links between patronage intention and the effects of various antecedents of current customers' store loyalty intentions in fashion store. 340 female universities students living in Seoul were analyzed by utilizing multiple regressions to investigate the predictability of each of the 4 different sets of variables(consumer value, source of information, clothing benefits, importance of store attributes) on four patronage intentions of apparel shopping(discount store, speciality store, conventional market, Fashion shopping mall). Four factors were significant in predicting conventional market patronage intention. Brand had a negative coefficient, while price, social affiliation, store fashion service/promotion had positive coefficients. Fashion shopping mall were predicted by five factors:brand had a negative coefficient, while media, social affiliation, price, uniqueness had positive coefficients. For specialty store, four factors were significant: brand had a negative coefficient, while store fashion service/promotion, personal sources, uniqueness had positive coefficients. Four factors were significant in predicting discount store patronage intention :price, store fashion service/promotion, social affiliation, variety of price & product had positive coefficients. Despite the relatively low $r^2s$, all four variables appeared to have, to some degree, predictability of choosing among four different types of store for apparel shopping. Based on the results, patronage intention profiles for four retail stores were developed. Marketing implications are discussed.

키워드

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