The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Analysis of consumers' responses to the types of sales promotions offered by fashion brands' physical stores and their resulting purchase intentions - Comparison of the consumer demographics -

패션브랜드 매장에서 제공하는 판매촉진 유형에 대한소비자 반응과 구매 의도 분석 - 소비자의 인구통계학적 특성에 따른 비교를 중심으로 -

  • 이상인 (동국대학교 문화예술대학원 예술경영학과 ) ;
  • 김민경 (장안대학교 패션디자인과 )
  • Received : 2025.08.05
  • Accepted : 2025.08.23
  • Published : 2025.08.31
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Abstract

This study identified the effects of factors related to physical fashion brands' sales promotions on consumers' reactions and purchase intentions, while also determining the differences in these effects according to the consumers' generations and genders. For the empirical analysis, the study used SPSS and AMOS 25.0, with frequency analysis, EFA, reliability analysis, CFA, SEM analysis, and multiple-group comparison analyses also performed. The results of multiple-group comparison analyses of the generation groups showed that the effects of consumers' affective reactions on their purchase intentions differed between the MZ generation(a generational group comprising the millennial generation and Gen Z) and active seniors, with the influence on the active seniors group greater than on the MZ generation group. The effects of cognitive reaction on purchase intention also differed between the two groups, with the influences on the active seniors group again greater than on the MZ generation, moreover the result was significant only for the active seniors group. The influence of affective reactions on purchase intention also differed in the result of the comparison of gender groups, with the impact greater for male consumers than for female consumers. Finally, the effect of cognitive reactions on purchase intention was greater for female consumers than male consumers, with the result significant only for female consumers. Based on these findings, the study recommends adopting different sales promotion strategies for each consumer group to induce positive purchasing behavior.

Keywords

References

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