Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Characteristics of Impulse Buying According to Price Attitude towards Internet Apparel Purchases -Focusing on the Differences by Gender and Age-

인터넷 쇼핑에서 의류제품 가격태도에 따른 충동구매 특성 -성별, 연령별 비교를 중심으로-

  • Ji, Hye-Kyung (Dept. of Fashion Design, College of Arts, Hansung University)
  • 지혜경 (한성대학교 예술대학 패션디자인전공)
  • Received : 2013.05.10
  • Accepted : 2013.08.05
  • Published : 2013.08.31
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Abstract

As more famous and luxurious fashion brands enter the online market, the changes in the online market include those in the composition of merchandise, price image, and consumer behavior. Focusing on these changes, this study examines the relation of consumer price attitude and impulse buying behavior towards internet apparel purchases. Data were obtained from 377 males and females in their 20s-40s who purchased apparel from an internet mall. Convenience sampling through the internet was performed. Collected data were analyzed by descriptive statistics, factor analysis, t-test, ANOVA, Duncan test, and regression analysis using SPSS for Windows 12.0. The results of this study are as follows. First, four dimensions of consumer price attitudes towards internet apparel purchases were found that included price-quality/prestige, sale, value for money, and low price orientation. Second, the influence of consumer price attitude on impulse buying is significant. As the price attitude of price-quality/prestige orientation and sale orientation increases, impulse buying orientation is stronger. Third, there are partially significant differences on the sub-dimensions of consumer price attitude and the influence of price attitude on impulse buying by gender and age. This study will be of help to internet companies by providing information in regards to a price attitude-based marketing strategy and an adequate response to customer impulse buying.

Keywords

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