직장여성의 쇼핑성향에 따른 의복구매동기와 제품평가기준에 관한 연구 = A Study on Clothing Punchasing Motives and Evaluation Criteria of Product according to Women-Teather' Shopping Orientation

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate the demographics and general clothing buying behavior according to clothing shopping orientation of female workers. A questionnaire was developed to measure clothing shopping orientation , fashion information sources, stores selection criteria, clothing purchasing frequency of a year, purchasing expenditure of clothing, the demographics. The questionnaire was administered to 775 female teacher in Chonnam. The data was analyzed using percentage, frequency, mean, factor analysis, Cluster Analysis, x^2-test and ANOVA, Duncan test.
The results of the study were as follow:
1. The female teachers were classified into four groups by the cluster analysis; indifferent shopping group, rational shopping group, conspocuous shopping group, recreational shopping group.
2. In the case of purchasing motives, significant differences were found according to shopping orientation subdivision in four factors.
3. The evaluation criteria of product were significantly different depending on shopping orientation subdivision in practical attribute, socio-psychological attribute, and aesthetic attribute.
4. The significant difference were found according to shopping orientation subdivision in general clothing purchasing behavior(purchasing price range of clothing, clothing purchasing frequency of a year, method of payment, number, of stores visited, experience of buying in the import brand)