패션 편집매장에 대한 인지, 태도 및 구매행동에 관한 연구 - 20～40대 여성을 중심으로 -

Abstract

This study aims to understand basic concepts of fashion multi-brand stores (e.g. definition, type, and current state) and to look into of fashion multi-brand store users by examining the differences of awareness, attitude, and purchase intention of multi-brand stores according to demographics. A questionnaire survey was conducted for women in their 20s and 40s living in Seoul metropolitan areas, Busan and Gyeongnam areas, Daegu and Gyeongbuk areas. Data was collected from 417 women through the survey administered between 12th and 30th of September 2016. The results of this study are summarized as follows. Firstly, most respondents were aware of fashion multi-brand stores and recognized a store as a multi-brand shop by store display or sign board. Secondly, the result of factor analysis revealed that the attitude toward fashion multi-brand stores divided into five factors such as shopping pleasure, popularity, product value, price satisfaction, and product diversity. Among them, shopping pleasure was evaluated most positively. Thirdly, the respondents purchased fashion items in multi-brand stores mainly for pleasure and satisfaction through wearing clothing. Their purchase experience and purchase intention in fashion multi-brand stores were slightly high. Fourthly, there were significant differences in awareness, attitude, and purchase behavior of fashion multi-brand stores according to age, marital status, and education level.