국내 관광객의 한국 패션문화상품 구매행동 연구:성별과 연령집단에 따른 비교분석을 중심으로

Abstract

The purposes of this study were to investigate purchasing behaviors of domestic tourists towards Korean fashion cultural products, and to identify the differences by subject’ sex and age variable. The subjects were 500 tourists in their 20’s to 50’s, and measuring instruments consisted of purchase status, preference for items and styles, product selection criteria, and subject’ demographic attributions. The data were analyzed by frequency analysis, multiple responses analysis, x² test, factor analysis, t-test, ANOVA and Duncan’s multiple range test using SPSS program. The results were as follows: First, the purchase experience for Korean fashion cultural products was less than 50 percentage, and purchase satisfaction showed a relatively low level. The main reasons for dissatisfaction were unreasonable price, lack of diversity in items and designs, lack of practicality, and lack of cultural values. The most commonly purchased items were accessories while the purchase rate of clothing was very low. The main purchase place was souvenir shops at tourist sites. Second, domestic tourists mostly preferred T-shirts among clothing items, and handkerchiefs and bags among fashion miscellaneous items, and modern style among styles. Third, tourists considered the design, practicality, and culture /tourism factor in order of importance as product selection criteria. Fourth, purchase items, preference items, and product selection criteria showed many differences by the subjects’ sex and age groups, whereas reasons for dissatisfaction and preference styles showed differences by only the subjects’ age groups. These results showed that there is a need to develop clothing products with various items and designs, and product development plans should be differentiated considering consumer characteristics.