남성의 쇼핑성향, 패션관여 및 인구통계적 특성이 아웃도어 웨어 구매의사결정에 미치는 영향 - 제품 선택기준, 점포 선택기준을 중심으로 - The effect of shopping orientation, fashion involvement and demographic characteristics on the purchasing decision-making of outdoor wear - Focusing on the product selection criteria, store selection criteria -
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This study understood what effect was produced on the purchasing decision making of outdoor wear by a shopping orientation, fashion involvement and demographic characteristics offered practical suggestions as to what effect was produced on the store selection criteria, product selection criteria for purchasing decision making in purchasing outdoor wear. This research was conducted through a questionnaire survey, and 397 males in were collected for analysis. The results were as follows. First, shopping orientation group was classified into hedonic shopping orientation group and utilitarian shopping orientation group. And it was classified into high fashion involvement group and low fashion involvement group according to fashion involvement. Product selection criteria were classified into 2 factors such as intrinsic attributes and extrinsic attributes. And store selection criteria were classified into 4 factors such as store atmosphere, store environment, promotion and salesmen. Second, there was partly significant difference in product selection criteria, and store selection criteria between utilitarian shopping group and hedonic shopping group. Third, there was significant difference in product selection criteria and store selection criteria between high fashion involvement group and low fashion involvement group. Finally, there was significant difference in the and according to age, job, and income among demographic characteristics.
II. Theoretical Background
1. Current state of outdoor wear market
2. Purchasing decision making of outdoor wear
3. Personal factors having an impact on apurchasing decision making of outdoor wear
III. Methods
1. Research questions
2. Measurements
3. Data collection and analysis
IV. Results and Discussion
1. Difference in purchasing decision making ofoutdoor wear according to shopping orientation
2. Difference in purchasing decision making ofoutdoor wear according to fashion involvement
3. Difference in purchasing decision making ofoutdoor wear according to demographic factors
V. Conclusion
References