Consumer Spatial Behavior for Apparel Products based on Trade Area Selection Criteria

  • Son, Jin-Ah (Graduate school of design, Konkuk University) ;
  • Rhee, Eun-Young (Dept. of Clothing and Textiles, Seoul National University) ;
  • Park, Hye-Sun (Dept. of Clothing and Textiles, Pai Chai University)
  • Received : 2011.11.20
  • Accepted : 2012.06.10
  • Published : 2012.06.30

Abstract

The purpose of this study was to examine the relationship between consumer spatial behavior and consumer characteristics based on trade area selection criteria 469 female consumers who lived in the two new towns near Seoul, Bundang and Ilsan, participated in the study by completing questionnaires. Data were analyzed by using cluster analysis, ANOVA, Duncan's multiple range test, chi-square analysis, etc. The findings of the empirical research were as follows: 1. Five groups were identified by cluster analysis based on trade area selection criteria of clothing price-oriented group, time convenience-oriented group, shopping convenience-oriented group, variety/entertainment-oriented group, and passive shopping group. 2. Each group differed in spatial behavior such as clothing shopping area, the visiting frequency, and spatial movement type. 3. Each group showed differences in fashion involvement and demographic characteristics(age, marital status, education, occupation and social status).

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