패션소비자의 아이코닉(iconic) 쇼핑선호에 영향을 미치는 요인: 가치가격민감도, 브랜드몰입, 브라우징 활동을 중심으로

Abstract

The purpose of this study was to investigate the factors that influence fashion consumer‘s iconic shopping preferences. The research and analysis were performed by worth the price sensitivity, brand commitment, and browsing activity as relevant variables. This study surveyed 207 college students in their 20s in Busan, who had experience in iconic shopping. For data analysis, SPSS program was used, and reliability measurement, factor analysis, multiple regression analysis, and T-test, ANOVA were conducted. The research results are as follows. First, fashion consumer’s iconic shopping preferences had the three factors of the steady seller shopping preferences such as Heritage, Original, and Newtro. The value-price sensitivity factors were derived for browsing activity(product and service information, trend information, and price information). Second, it was found that value-price sensitivity such as social value, emotional value, and economic value had a significant effect on iconic shopping preferences. In particular, social and economic value-price sensitivity influenced Heritage shopping preferences. Emotional value-price sensitivity affected Newtro shopping preferences. social value-price sensitivity influenced Steady seller shopping preferences. Third, brand commitment had a significant influence on the iconic preferred shopping (Heritage, Newtro, and Steady seller). Fourth, browsing activity factors such as service browsing, trend browsing, and price browsing had an impacted on the iconic preferred shopping (Heritage, Newtro, and Steady seller). Fifth, there were differences in the preference for iconic shopping according to demographic variables such as gender, income, number of fashion shopping items, and fashion product purchase cost.