노년층 소비자의 인지연령에 따른 쇼핑성향과 의류점포속성 중요도 = Apparel Shopping Orientations and Importance of Store Attributes Related to Cognitive Age of the Elderly Consumers

다국어 초록 (Multilingual Abstract)

The purposes of this study were 1) to examine the difference between cognitive and actual age, 2) to understand apparel shopping orientations and the importance of store attributes related to cognitive age and 3) to identify relationships between apparel shopping orientations and importance of store attributes in cognitively younger and older groups.
For the study, questionnaires were administered to 450 elderly women over 55 years of age. The questionnaires were designed to measure apparel shopping orientations (hedonic, store loyal and brand conscious, careful and planned, confidentd and independent, and economic shopping), importance of store attributes, cognitive age and demographics. Using a base of 204 women, data was analyzed by using descriptive statistics, t-test and correlation coeffictents.
The results of this study were summarized as follows.
1. The older women saw themselves on average 6. 6 years younger than they really were. 77.6% of the respondents blieved themselves to be cognitively younger.
2. Cognitively younger women were more hedonic and less carefull and planned than cognitively older women in apparel shopping.
3. Cognitively older women thought that proximity and private dressing rooms in apparel stores were more important attributes than cognitively younger women. In terms of apparel store attributes, older consumers placed importances on product quality, fit and size, design suited to their age, attractive price, and the availability to return unsatisfactory products, in orders.
4. In hedonic shopping, cognitively younger women placed importance on well known brands, fashionability, credit card availability, variety of store close together, comfortable store environment, and attractive price, while cognitively older women thought that well known brands and fashionability were important. In store loyal and brand consicous shopping, cognitively younger women placed importance on well known brands, while cognitively older counterparts placed importance on proximity and private dressing rooms. In careful and planned shopping, cognitively younger women assessed comfortable store environment, attractive price, marked-down prices and well known brands as important store attributes. In economic shopping, cognitively younger women placed importance on attractive price, marked-down prices, and variety in one store, while cognitlvely older women placed importance on fit and size.